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Marketing Case study by AJ Lynx drop

Learn from this marketing case study by Lynx.

AJ Lynx Drop

This innovative campaign from Lynx won Bronze for best digital experience in the 2018 DMA Awards.

Using the briefing steps, we’ve recreated what the marketing brief might have looked like. Here is an example of how a brief would look to create this app.

Step 1) Background: Lynx is a brand of male grooming products, owned by the British-Dutch company Unilever and marketed towards the young male demographic. It is known as Lynx in the United Kingdom, Ireland, Australia, New Zealand and China, while in other countries it is known as Axe. For the last 6 years we haven’t launched or connected with your customers. And it affected our sales. We’ve been observing fall off on our sales. In order to get back into the game we want to create a mobile application so we can reach and connect to our customers easily.

Step 2) Objectives: With the campaign our main objective is to drive awareness among the target market of 13-25 year-old men. With the different habits of the customers, and how they’re attached to their phones, our objective is to engage with our customers from a mobile application that we want to create.

Step 3) Insight: My personal care is important for me. I shower, and use deodorant and perfume whenever I take a shower. I’m young and energetic. Current brands don’t represent who I am, when I go shopping for toiletries, I pick randomly. I wish for a good product that engages and represents me.

Step 4) Messaging: Putting the cool back into Lynx.

Step 5) Product: We know that we have a good product. We haven’t engaged with our customers in a while. In order to attract and engage with our audience we want to create a mobile app. A successful app must satisfy the below parameters: a) The speed of the app: it should be fast. b) It should have a user-friendly interface, and an option to make users’ experience personal. c) Customers would be able to use it offline. d) Needs to have feedback options.

Step 6) Single-minded proposition: With our campaign we want to increase the awareness of our product. We want to engage/ interact with our customers as much as we can.

Step 7) Audience: Target market of 13-25 year-old men. They use online channels effectively in their daily life. They want to be seen as cool.

Step 8) Join the Discussion (CTA): From our mobile application we will send pop-ups to our customers and we’ll ask them to leave their email addresses.

Step 9) Competitive analysis: Lynx’s main competitor for shower gel is Adidas. They are a sports brand and so appeal to young men through a sports affiliation. Lynx’s USP is the ‘cool’ brand in contrast to a sports affiliation.

Step 10) Channel assets: a) Mobile application should be ready for IOS and Android. b) Website. c) Instagram. d) Facebook.

Step 11) Budget: (The following figures are just an example) Total budget for the campaign £30,000 Mobile app creation £15,000 Social media posts creation £15,000

Step 12) Timing: Launch should happen in 6 months. All the collaterals should be ready by that time. a) Mobile app creation b) Website c) Facebook d) Instagram

Step 13) Approval: Chief Marketing Operations. Head of Brand and Head of Digital Operations.

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