Lynx Indoor Ads

During the pandemic, social media became the window through which people accessed all types of content. Lynx took advantage of this by launching a campaign that revolutionized influencer marketing in the UK. How? With Indoor Ads.

To achieve this, and thanks to the development of Indoor Ads—banners in the form of cushions, mini bus shelters for the fridge, and indoor billboards—we achieved massive participation, where creators creatively promoted the new Lynx deodorants from their homes.

Objective

1. Increase brand awareness: enhance the visibility of Lynx among the target audience for the campaign.

Strategy

To achieve the objective, a carefully crafted strategy was required, taking into account several key factors:

1. Ad hoc technology: A custom landing page was designed and developed specifically to direct all the traffic generated by the campaign. This website included a registration process where creators could sign up for the campaign to receive the product for promoting the action.
2. Influencer selection: A pre-selection of over 400 content creators was made, taking into account key variables such as engagement rate (ER), average views, and the audience of each profile.
3. Content creation: The goal for the creators was to produce authentic content using any of the Indoor Ads that best suited them, thereby capturing the attention of their audience.
4. Tracking and measurement: Each piece of content was monitored daily to analyze the campaign’s progress.

Execution

Phase 1: Profile Hunting

• From a carefully curated pre-selection, each profile was contacted to activate them in the campaign, with a defined guideline and specific campaign instructions.

Phase 2: Selection and product shipments:

• Each creator registered on the landing page and was able to select the product they liked the most.
• With such a high volume of shipments, automating this process was crucial to ensure that all profiles received the products on time.

Phase 3: Content publication

• Beyond the guideline, it was important to delegate content creation to the creators, allowing them to tailor it to their audience in order to maximize engagement.

Phase 4: Analysis and performance

• Thanks to automation, the performance of each piece of content published during the campaign could be measured regularly.

Results

• The campaign generated over 4 million in reach among the target audience and 1.3 million in EMV, with up to 400 creators participating and over 400 pieces of content produced.