2011 Gold FMCG | DMA
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2011 Gold FMCG

01 Dec 2011

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Client UNILEVER/LYNX

What is wonderful about this work? We’ve deduced that the mosteffective way of engaging with Lynx fans is through sexy and witty social media content. To launch the new Lynx Excite range, we created one called ‘Fallen Angel’, an interactive and personalised video starring Kelly Brook as an archangel. It resulted in 80,000 new Facebook fans, 25,000 Likes, comments and posts, 95,000 views and 100,000 YouTube teaser views.

What details of the strategy make this a winning entry? Our experience of working with Lynx convinced us of the suitability of social media for engagement with its target audience – predominantly 18- to 24-year-old males. We advised Lynx that all recruitment, communication and management should be conducted via Facebook. This meant letting go of ownership of consumer data, in the belief that social media’s quality of interaction would far outweigh the benefits of owning data. To put it another way, by engaging with the target audience on their terms in their space, Lynx is more likely to be seen as cool and be their first choice for keeping clean and smelling good. We strongly believe that the one-to-one direct nature of social media allows us to create a much stronger bond between brand and audience, creating loyalty and sales.

How did creativity bring the strategy to life? Hosted on Facebook, we created an interactive personalised video starring Kelly Brook as an archangel stuck in heaven, only to be released when she finds ‘The One’ (the viewer). Days before the TVC broke, fallen angels from the TVC infiltrated the Lynx Facebook page and made teaser comments about their search for ‘the one’. To drive traffic we created banners and digital OOH asking the question – Will Kelly fall for you? The video showed a trinity of angels working tirelessly to find this legendary human, who when combined with the scent of Lynx Excite will release Archangel Kelly. Viewers and fans were invited to allow the Facebook Connect functionality to create a personalised filmic experience in which Kelly Brook addresses them by name, clutches a photo of them to her bosom, writes their name on a mirror, invites them to choose her underwear, and using Google Earth, even falls to earth outside their own home. Viewers can then share their experience with Facebook friends. We also worked with artists to produce supporting ‘Angel’ content, like graffiti, art and skateboard designs, delivered through the Lynx blog and YouTube channel, and their own blogs.

Results The personalised video resulted in an additional 80,000 Facebook fans (on top of existing 170,000), 25,000 Likes, comments and posts, 95,000 app views and 100,000 YouTube teaser views.

Judge's comment:“Lynx totally ‘got’ its target audience and how they use social media. It was a clever use of a Facebook app and the kind of thing 18-year-old boys would want to share with their friends. We were also impressed that they measured the impact on purchases not just the number of ‘Likes’.” Caroline Parkes, LIDA

Team Graeme Noble – Creative Director, Gareth James – Executive Creative Director, Susanne Clark – Senior Account Director Tim Russell – Account Manager, Daren Kay – Executive Creative Director, David Parker – Copywriter, Martin Harrison – Head of Social, Johnny Hough – Project Manager, Andrew Gardner – Senior Designer

Other contributors Mindshare – Media, Mind’s Eye – Production, Information by Design – Research, Andrew Groves – Illustrator, Copyright – Graffiti artist

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