Results and Effectiveness

 Became China’s No.1 male deodorant brand, bestselling and No. 2 male shower cream brand till November 2011  Drove significant growth of +177.2% in the Non-Antiperspirants segment, +43.4% in male segment & total category by +22% YOY  No.1 product sold on Unilever’s Taobao store during the campaign.  Achieved +38% unaided awareness in male grooming category, on par with category leader. Digital  3.8 billion Impressions  120 million unique views on viral videos  3rd most followed brand on Renren with over 600K fans in just 3 months  107,497 fans on Sina Weibo on-par with established brands like Nike

Creative Execution

• • We used high affinity TV programs to build “credibility” and “bigness” during the launch period. Bus and Elevator LCD were utilized as the primary reach builder coupled with pre-rolls video to support all the markets. • In digital, the “Lynx Mating Bible” was the primary engagement driver featuring viral videos, SNS discussions and the Lynx brand site as the campaign center to drive engagement and talkability among our core audience. Online video pre-rolls featured risqué Edison Chen as the spokesperson, leveraging his cult-star popularity in the mating game to give further credence to the brand as the authority in helping Chinese men unlock the desire of girls in the mating game.

Insights, Strategy and the Idea

We were tasked to build up awareness and drive sales for Lynx as well as to explain the relevancy to young men and the brand role can plays in their life. Insight • Lynx’s core audience is born in the mid 80’s who are starting in their professional world while navigating the dating game and unlocking the desires of girls. Strategy • Our strategy was to establish Lynx as the secret ally for target to give them advantage in attracting girls in the mating game and leverage the brand’s role to build relevance and prominence among target. Idea • We brought our strategy to life in the form of an authoritative “Lynx Mating Bible” by associating powerful effects of Lynx in attracting girls through impactful paid advertisements, owned creative content that “provide tips for the mating game” and how to “NOT shower like a woman” edutainment series to generate earned discussions.