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 was able to significantly influence spending habits.

We show how Facebook can be used as a powerful platform for brand engagement. We will show that discounts and offers are not the only way to drive sales in social media.

We will show that the value of our Facebook fans is an incremental £4.48 over the monitored six month period and that our Facebook page drove £750,000 additional revenue (an additional £1.4m income over the year).

The problem