|
To launch the new Lynx Excite range, TMW created a social media campaign called ‘Fallen Angel’. Hosted on Facebook, the work takes the form of an interactive and personalised video starring Kelly Brook as an archangel who is stuck in heaven, only to be released when she finds ‘The One’ (the viewer).
Brief
To launch the new Lynx Excite range of body spray, shower gel, antiperspirant and eau de toilette, TMW created a social media campaign, hosted on Facebook. The campaign aims to raise awareness and drive purchase of the new range by engaging the brand’s target audience of 18-24 year old males through social media.
Strategy
Our experience of working with this brand convinced us of the suitability of social media as the best form of engagement for its target audience. We therefore advised Lynx that all recruitment, communication and management of their programme should be conducted via Facebook. This meant letting go of ownership of consumer data, in the belief that the quality of interaction we would get through social media would far outweigh the additional benefits that owning data confers, and engaging with their target audience on their terms.
Execution
The ‘Fallen Angel’ campaign takes the form of an interactive and highly personalised video starring Kelly Brook as an archangel who is stuck in heaven, only to be released when she finds ‘The One’ (the viewer). In the video a trinity of angels work tirelessly to find ‘The One’, a legendary human who when combined with the scent of Lynx Excite will release the archangel. The video uses Facebook Connect to create a personal experience whereby Kelly Brook addresses the viewer by name and even falls to earth and appears outside their home. Viewers can then share their experience with their Facebook friends.
As well as targeting Lynx’s 170 000 Facebook followers, the video was supported by banner ads, teaser videos and behind the scenes video footage. The ads end with the strapline ‘Will Kelly fall for you?’ enticing viewers to take part in the interactive video experience.
Results
The personalised video resulted in 80,000 new Facebook fans, 25,000 likes, comments and posts, 95,000 app views and 100,000 You Tube teaser views.
|