Lynx: Using social media to drive brand loyalty - Facebook campaign

Lynx, Unilever's UK fragrance brand for young males (known as Axe internationally), was struggling to convert increasing market penetration into long-term loyalty.

Lynx: Using social media to drive brand loyalty - Facebook campaign

Principal Authors: Selina Sykes, Unilever; Martin Harrison and Susannah Clark, Tullo Marshall Warren

Using social media to drive brand loyalty

How do you drive loyalty in a commoditised market? And what is the ‘value’ of a Facebook fan?

In this paper we will provide an answer to an age old and a brand new marketing question. We will demonstrate how, by shaking free of the need to own data and truly engaging on the audience's terms, and by rigorously learning and refining in a new communication channel, Lynx...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands