Lynx — Get In There: How the Lynx Effect Evolved To Stay Fit
Bartle Bogle Hegarty
SUMMARY
Lynx is dependent on teenage guys. They account for a big proportion of the brand's sales.
In the past, Lynx appealed to them with a magical promise of Mating Game success.
The rise of social networks and near total teenage penetration of mobile phones changed the rules of the Game, making it hyper-connected, always on and played across real and virtual contexts.
As digital media changed consumer behaviour, the obvious solution was to develop a digital strategy for the brand.
This...