CREATING DATA-INFORMED PRODUCTS TO DELIVER BETTER CUSTOMER SERVICE
The AXE Wing Girl
Unilever’s AXE sought to unveil its U.S. haircare line for men and win back marketshare against Old Spice by capitalizing on the insight that a girl’s recommendation is the key driver of a guy’s hair care purchase decision. So, I led a team to reinvent the "Wingman" to create a female social media oracle to whom bros could turn to for "hair advice" before going out for the night. The AXE WingGirl so excelled at preparing millennials for nights out, @carlywithaxe was named a Top 100 Dating/Relationship expert online.
