Unilever?s male grooming brand Axe is partnering with Duke University basketball player Justise Winslow on social media to better connect with the brand?s target demographic by tapping the excitement surrounding today?s National Basketball Association draft. 

Justise Winslow is a popular draft pick for next year?s professional basketball season, and many eyes will be on him as he enters the draft. The player will be discussing the draft with fans on Axe?s Twitter account and showing off his Axe swagger using the brand?s products and stylists. 

"We always want to connect with our guys in the places and moments that are important to them, and a huge volume of conversation around the draft takes place on social media," said Marni Seidel, senior brand manager at Axe Masterbrand. "Given what we know about the Axe audience and how active they are on their social channels, it is the perfect vehicle to get the word out about our partnership with the NBA. 

"It is the fastest and most authentic way to provide exclusive access to the trendsetters we partner with," she said. "We are all about giving our fans access to the coolest experiences possible, while digging deeper into our guys? passion points like music, sports, and style. 

"Three of the top potential draftees will be taking over the Axe Twitter account just hours before the draft begins, giving fans the opportunity to engage with some of the most exciting players in this year's draft class. Through opportunities like this one, we are able to build stronger relationships with our fans while also helping up-and-coming players like Justise Winslow introduce themselves to the world in a new way."

Picking for accuracy
Axe is known for its young male demographic, so it is appropriate for the brand to associate itself with the NBA draft. 

On June 25, Mr. Winslow and other draft prospects will be controlling Axe?s social media account on Twitter to discuss the draft and relative content with fans in a Q&A forum. Fans interested in sending questions and discussing the takeover will include the hashtag # NBADraftTakeover. 

Axe will be sharing exclusive content related to the draft through its social media channels such as Instagram and Twitter. Advertising exclusive content on these pages will draw in fans of the NBA and the draft, where Axe will have better access to advertising to consumers. 

Mr. Winslow will be showcasing Axe on the day of the draft by preparing for the event with the brand?s grooming and style experts and products.

Sponsoring an event such as a figure skating competition, which skews typically to women, is unnecessary for Axe as its products are not for this demographic. Its advertising would fall flat on this audience.. 

Taking over marketing
The social media takeover is a growing trend in marketing for brands and retailers that produces high consumer participation (see more). 

Axe using the future NBA players compels consumers to get involved, without an overly advertised and intrusive presence. The fans want to engage and discuss with the basketball players. 

Dr Pepper Snapple Group tea and juice brand Snapple continued a similar path recently by leveraging hashtags, viral video, social media and celebrity spokespeople to persuade fans and millennials to share why they love the brand, in an effort to gear up for its most popular season and further its image as a trusted customer-first brand in a highly competitive category (see more).

"The NBA has become synonymous with style, and the draft in particular has become a major intersection of fashion, grooming and pop-culture," Ms. Seidel said. "We want to not only raise awareness of our new AXE White Label products, but further position AXE as the leader in male grooming and an integral part of overall head-to-toe style. 

"We have the opportunity to showcase our work helping Justise Winslow get ready for the biggest night and leap moment of his career, while at the same time bringing our fans exclusive draft content through both NBA and Axe social channels," she said. 

Final take
Brielle Jaekel editorial assistant Mobile Marketer