Digital Plan for Lynx Body Spray- The

Process

21st March 2013

Chris Twining 21128899

Lynx Nebula

The FactsIn the UK, consumers spend around 37 hours a week online on their PCs,

which is the highest of all eighteen European countries. Furthermore, around 33% of all content and pages accessed through the internet is now

done through portable devices such as smart phones and tablets. The introduction of new technology is changing the way in which consumers access their content online, but is also having a profound effect on the

marketing and communications industry and how they effectively engage their consumers. However, digital has not taken over from offline marketing, as a recent report by Unilever revealed that return on

investment from their in-store promotions can be as much as 50% higher than their campaigns run through social media

SO...

Is Digital the Silver Bullet or do these new media platforms just encourage

conversation rather than interaction?

Key ConsumersAccording to the book The Best Digital Marketing Campaigns in the World

(2011) Lynx’s core audience remains young males aged between 14-21. However, Unilever’s recent claims about ROI on in store promotion being

more effective with their brands like Lynx, reveals that it is not necessarily this demographic purchasing their products. It is the mothers.

The average age of a mother in the UK when they give birth to their child is 30. By the time their child reaches the age of Lynx’s target audience, the

mother will be around 35. Therefore, looking at the way in which this age group interacts with media platforms could be essential to Unilever driving

their sales. Tim Jones, Chief Strategy Officer of BBH states that mothers are responsible for 30%-50% of Lynx sales.

Social media87% of the 16-24 demographic regularly engaging

with social media on a computer and 57% of them via a smart phone. Furthermore, four in five 16-24 year olds actively engage with Facebook every day. 50% of 16-24 year olds use social media to discuss what is going on live TV

This high level of interaction with social media by the target audience of Lynx, has led to over one million fans of the Lynx facebook page and has even led to Unilever dropping its collection of consumer data and using Social Media (Facebook, Twitter), to engage with the consumer and create a long lasting rapport with their target audience

A recent study by Pingdom (2012) revealed that over 65% of Facebook users are 35 and older. This reveals that social media may be a more valuable form of communication with the older generation and in this case, the person buying the Lynx products.

Smart phone64% of the UK population now own a smart phone and

around eight in ten newly acquired devices are now Smart phones. The target audience of Lynx are responsible for around 15% of smart phone ownership, however more interesting is the fact

that the 25-34 and 35-44 demographic (those purchasing Lynx) have a bigger share of smart phone ownership in the UK at 19% and 22%

respectively.

The ability of smartphones has increased exponentially, with mobile phones essentially becoming places of m-commerce, through the likes of Amazon and eBay and is expected to deliver a £4.5 billion boost to the UK’s economy through m-commerce by 2016

QR codes allow consumers to access content by scanning their phone over the barcode like image. There has now been a greater development in interactive content with the introduction of augmented reality advertisements (AR) that allow consumers to bring ads to life

Dual Screen

Over six million Britons now own a smart phone and a tablet with 57% having had used a laptop, tablet or

phone whilst watching TV.

The potential for people to engage with live TV is at an all time high, with social media allowing consumers to interact with one another and discuss what is happening on television. The most recent Super bowl set a record, with 24.1 million mentions worldwide during the game and 26 of the 52 ads mentioning twitter or social media.

Zeebox is a social media app that can measure the highest amount of mentions for live television at any given time, as well as allowing people to see what their friends are talking about.

Smart TVWith 14% of 16-24 year olds having

access to smart TV and 17% of 35-44 having access, this technology

is still young, but has the potential to grow

Smart televisions allow consumers to watch on demand content and to catch up on their favourite programmes. This makes the job of the industry a lot harder as content is accessed it brings around the argument of how media planners will be able to get their client on the television, or what device the consumer is using.

The introduction of T commerce on smart TV’s is becoming a reality, with Samsung and Delivery Agent who specialise in shopping enabled entertainment, announcing a partnership, that will allow owners of Samsungs smart TV range, to purchase items they see in a programme

So What Does This Mean For Lynx and Unilever?

Ladies and Gentlemen, I give to you...

Lynx Nebula

The plan

Nebula

Step 1: Mission Control

Step 2: Interactive Campaign

Step 3: Smart TV banners/ Red

Button for sample

Step 4: Unilever Loyalty Scheme

BBH Approved*

Gantt chart

Mission Control App

App closes, Outdoor campaign begins to create buzz for Lynx Nebula

YouTube/ television advertisment premieres

Lauch products for Lynx Nebula

Unilever Loyalty Scheme

Social Media Activity

1/7/13 17/1/14 5/8/14 21/2/15 9/9/15

What the experts say...

Tim Jones, Chief Strategy Officer, BBH “Clearly thought provoking stuff and

something we hadn't considered before. Maybe you'll see this in

market next year..."

Thank you for your time

Do you have any questions?