Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: UNILEVER
Product/Service: LYNX
Agency: DROGA5 SYDNEY
Creative Chairman: David Nobay (Droga5)
Executive Creative Director: Duncan Marshall (Droga5)
Creative Director: Steve Jackson (Droga5)
Copywriter: Lucy McBurney (Droga5)
Copywriter: Oskar Westerdal (Droga5)
Media placement: Online microsite - Unilever website - 27 September 2011
Media placement: Online teaser films - YouTube - 27 September 2011
Media placement: Ambient - Street posters - 6 October 2011
Describe the objective of the promotion.
According to Mayan beliefs the world will end in 2012. A new product and globally produced TVC were created based on this idea for LYNX. The objective was to make the TVC and product locally relevant in the Australian marketplace. The answer was the LYNX Fast Life micro-site where teenagers were able to live the rest of their un-lived lives right now, with a LYNX twist of course. In addition, the marketing objective was to encourage product trial and encourage current LYNX buyers to buy one extra LYNX can per shopping cycle.
Describe how the promotion developed from concept to implementation.
Given the objective of exploding a globally produced TVC on a local level it was a collaborative development process. Early in the development process we explored different strategic and creative territories. From those territories LYNX Fast Life was created - a micro-site that lets you live the rest of your un-lived life right now, so that when the world ends in 2012, you wont have missed a thing. By connecting to Facebook, the site extracts your personal details and generates a unique Fast Life for you.
Explain why the method of promotion was most relevant to the product or service.
The bulls-eye target market for LYNX is the 14 year-old male. Delving deep into insights for this target, we found that our target’s media habits mean that they may not see much of the TVC campaign. They live in a digital world where they chat, play and socialise with their friends at an almost constant rate. From social media, games, movies and music, all of these hubs were found online and thus the digital world was the most obvious way to communicate to this group.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The client’s KPIs were to have 10,000 unique Fast Life videos watched in full – the final result was 10,885 unique videos watched. Unilever had also over achieved their three-month sales target and managed to deliver a share hit with 2012 still their 2nd highest male body spray. Also the 3 teaser videos were the Top 3 most watched videos on YouTube across all categories on their debut date.