Using social media to drive brand loyalty - Lynx Facebook campaign (2011)
Campaign: Using social media to drive brand loyalty - Lynx Facebook campaign
Client: Unilever UK
Entrant: Tullo Marshall Warren
Principal Authors: Selina Sykes - Unilever, Martin Harrison - Tullo Marshall Warren, Susannah Clark - Tullo Marshall Warren
Credited Companies: Tullo Marshall Warren - Others, Mindshare - Media Agency, Unilever UK - Client
It wasn’t driving new penetration into the brand and the market that Lynx struggled with, so much as converting this penetration into long-term loyalty. They decided to let go of their ownership of consumer data, and use Facebook and social media as a platform to engage with audiences on their terms in order to significantly influence spending habits. To keep the buzz and conversation going between campaigns Lynx developed an ‘always on’ approach, delivering a constant stream of content into Facebook so that the brand could maintain engagement levels. In total Lynx have demonstrated that the Facebook page drove £750,000 of additional revenue.
Lynx demonstrated an interesting way of providing content through social media, a good example of a brand really knowing its target audience. It stood out for its first attempts to measure the social media activity. Andy Bolden, European Media Director, GlaxoSmithKline