Unilever’s Lynx, the UK’s top male grooming brand, is set to launch a social media campaign to inform consumers of a new fragrance that has been added to its colour shower range while also boosting awareness of the range overall. Lynx Rise is the new morning shower gel that helps consumers’ wake up and stay alert.
Digital and direct agency, Tullo Marshall Warren, has developed a series of films, which will target young men aged 18 – 24 through social media sites, Facebook and YouTube.
TMW, part of the Creston Group of companies, has produced a number of short films, each telling a story in comedy style format, about how a guy who did not stay alert and notice the detail. The films, which position Lynx Rise as the solution, will be rolled out over a period of three weeks to maintain conversations and momentum.
The campaign is being fronted by Jessica Jane Clement, who starred in the BBC’s ‘The Real Hustle’, which will resonate well with the brand’s target audience. The films can we viewed on Facebook facebook.com/lynxeffectuk and the Lynx You Tube channel youtube.com/thelynxeffect and is also supported by the Lynx website.
In addition, TMW has created online banners, which will be run on several websites being managed by media planning agency, Mindshare.
Susannah Clark, Account Director at TMW, says: “The films are a great way to reinforce the Lynx Rise brand positioning in a really engaging way. By developing a strong visual style and content based on humour, we can reinforce the brand values and entertain at the same time. This gives us a great platform to further develop content as the campaign moves forward.”
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