Lynx Masterbrand Activity

TMW

The team

Susannah Clark, Mark Carroll, Graeme Noble, Alex King, Mia Matulic, Marc Curtis, Yasmin Aluf, Jeff Bowerman, Chris Buckley, Mike Philips.

How did the campaign make a difference?

The Lynx social media strategy is as simple as it is powerful: keep Lynx in fans’ minds on a daily basis, and build brand love through the creation of quick-win, reactive, relevant and entertaining content. The Facebook fan base has doubled to one million fans in a year and engagement levels have risen by 300%.

What details of the strategy make this a winning entry?

With hundreds of thousands of Facebook fans willing to interact with Lynx every day, the brand set about the two-pronged task of keeping Lynx at the front of fans’ minds and instilling love of the brand. For posts to garner true affection, they need to be of a certain quality every time. For Lynx, that meant they should be funny, widely-varied, relevant, ultra-reactive, and always accompanied by a creative image. On Facebook, images are arguably more memorable and instantly likeable than words, so efforts were focused on making them as great as possible. These weren't the usual stock shots, but individually crafted, press-ad-style productions. The focus on brand love stemmed from the belief that it can be a key driver of repeat purchase and cross-category purchase.

How did creativity bring the strategy to life?