Lynx Promo, Case study PARTY ACROSS THE INTERNET by Soap Creative

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Industry Deodorants
Media Promo & PR, Case study
Market Australia
Agency Soap Creative
Released August 2009

Credits & Description

Category: Best Use of Online Advertising
Advertiser: UNILEVER
Product/Service: LYNX DEODORANT
Date of First Appearance: Aug 26 2009 12:00AM
Entrant Company: SOAP CREATIVE, Sydney, AUSTRALIA
Entry URL:
Agency: Soap Creative (Soap Creative)
Media placement: Online Experience - Ralph, Quicksilver, Myspace, Heavy, Facebook - 26/08/2009

Results and Effectiveness
The mix of digitally interactive video content that took our user through this wild party across our target audience key online portals- Ralph, Quiksilver, MySpace, Heavy and all ended up on our newly created Facebook Fan page. At week 4 of the online campaign, the creative reached an audience of 5 million+ and close to 100,000 took the Party Across the Internet. The key statistic is the LYNX Facebook fan page. Prior to the campaign LYNX had less than 1,000 fans. The current number is 60,000 of which 35,000 came in the 5 weeks of the campaign.

Creative Execution
Our strategy was about taking the creative where we knew our audience already spent their time. The Party Across the Internet was advertised on targeted banner invitations. To spread awareness, we also distributed flyers at major events and stamped the URL on the arms of partygoers at popular clubs. Insights showed us: • With the growth of social media, campaign websites are losing traction • Our audience are heavy users of social networks, predominantly Facebook and MySpace • They are currently in the transition from MySpace to Facebook • This audience lives online and are avid gamers

Insights, Strategy & the Idea
Our objective was to tell young guys about the product benefits of 3 new LYNX variants titled the ‘Superfresh’ range in a fresh way: • Anti-Hangover revitalises the body and gets you back in the mating game after a big night. • Shock invigorates the mind and increases alertness. • Fever is an aphrodisiac. We knew our guys were constantly communicating about partying and going harder so what better way than to engage in this discussion than to throw an interactive party across their favourite websites.