A Different Tube Partnership Brought the Commercial Cooperation of the Year Award

CASE JUSTIMUSFILMS x AXE 2018

Trootin, media agency Mindshare, AXE and Justimusfilms - the first short film from the partnership created in collaboration won on Saturday 18.8.2018 at Tubecon the Commercial Collaboration of the Year award. Now it's time to look behind the award and the partnership: why did that particular video and collaboration stand out to advantage in this campaign?

The joint story between Justimus and AXE began in early 2017. The primary goal of the partnership was to communicate AXE's brand message in a credible way and through this to arouse the target group's interest towards the YOU product series. Under the AXE and Justimusfilms #YouGotSomething message, the Friendship's Repressed Feelings accumulated over 1.2 million views organically during the campaign (YouTube + Facebook) and sparked significant amounts of positive discussion about the brand message's empowering message. But most importantly, the partnership built on the trust and creative freedom of Justimusfilms' Sami, Joose and Juho and other background actors advanced one of content marketing's most important forces - diversity.

‍In 2018, we wanted to continue the story we had started in the previous year. Justimusfilms produced three short film-like executions under AXE's #YouGold campaign, which narrativized and concretized the power of diversity in individuals. Among the character figures seen in the short series, Pekka was an 80s enthusiast, Eero passionately created ASMR videos, and the third was a rap enthusiast MC Arno who had reached senior age. The partnership was a huge success, with organic views rising to over 1.6 million views and generating extensive discussion about the partnership's main message. These results demonstrate the importance of deep trust and courage in the partnership. Perhaps the finest thing in the journey traveled by AXE, Justimusfilms, Troot and Mindshare is that the level of work never starts from limitations or pre-given models, which one sees too much of in the influencer marketing field. Instead, we have from the beginning achieved a genuine partnership level rather than "collaboration," in which each player appreciates and understands the significance of each player. In this case, AXE set the strategic objectives and high-level framework, Mindshare was responsible for media planning, and Justimusfilms and Troot implemented creative planning and execution built around influencers.

In authentic partnership, there is permission to suggest, break boundaries and try new things

.The key lessons from this partnership could be summarized as follows:

• Always build partnerships on long-term values
• Understand influencers as content creators, not as media space representing shelf products. Our networks help with this.
• Remember that video as a format is at its best an excellent storytelling form that requires time and creativity to be interesting
• Benchmark, but don't copy. Always strive to create something new.
• Remember that on social media you cannot own your brand. So dare to let go of it as well.