[11:33] Creator-Led, Community-Built: The New Content Model — Creators are not just a channel for Axe; they are co-authors of the brand story. Dolores explains how the campaign actively hands creative latitude to creators, inviting them to share their own experiences of overdoing it. This approach produces content that feels lived-in rather than produced. It also reflects a broader truth about how young consumers relate to brands today. They do not want to be spoken at. They want to feel like they are part of the conversation. And when a creator with a highly engaged audience tells an authentic story that happens to connect to your product insight, the result lands in a way that no brand-produced asset can replicate.
[16:40] AI, Discoverability, and the New Front Door of the Internet — Dolores shares a telling experiment: she queried a large language model about Axe in 2026 and got back the essence of the campaign almost verbatim. Her read is that a strong social insight, clearly executed across the right channels, gets picked up and reflected by these models. That matters because the way people discover and evaluate products is changing. The search-to-Amazon path that defined two decades of digital commerce is being reshaped by AI. Dolores frames LLMs as the new front door of the internet and argues that brands that invest in clear, credible, and culturally resonant messaging will be the ones that emerge well-positioned in this new era of discovery.
