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Lynx - Find you Aussie Magic
How do you sell Australia to a young Australian audience? By going to New Zealand, obviously.
AGENCY: EMOTIVE
COPYWRITER: NATHAN BURLEY
FILM / BRANDED CONTENT / SOCIAL
Background
LYNX wanted to launch its newest fragrance to a young male audience lacking in confidence and self-belief.
Insight
Genuine confidence comes from within. Sometimes it just needs a little help.
Idea
LYNX Australia gives you the Aussie ‘magic’ to be confident. Even if you’re a Kiwi.
Execution
We created a short film that reignites the friendly rivalry between Australia and New Zealand. The film stars acclaimed actor Julian Dennison (Deadpool 2, The Wilderpeople) as Kiwi teenager, Humphrey.
The 2 minute video was LYNX’s most popular ever. And in just one month, LYNX Australia became the company’s top-selling body spray, replacing a variant that had previously held this position for over 20 years. In total, the campaign delivered:
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10.6% YOY increase in unit sales
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8.5% YOY increase in sales of LYNX Body Sprays
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Over 15 million total social views
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4.7 million people reached across Facebook and Instagram
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Over 2.5 million views on LYNX Australia’s YouTube Channel
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18.4% share rate amongst teens
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Overtook LYNX Africa as #1 product
Part II - It's all about the confidence
The success of the campaign led to the launch of a new rival product, LYNX New Zealand.
Part two of Humphrey’s story, It’s all about the confidence, launched in July 2018, and amassed more than 4 million YouTube views and even one nomination for the ‘Noble Prize’ [sic] via the comments section (Glad you enjoyed it, Aisha Rose).
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Adnews Agency of the Year Awards 2019 | Finalist | Digital Campaign of the Year
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Mumbrella Awards 2019 | Finalist | Content Marketing Strategy of the Year
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Australian YouTube Ads Leaderboard 2018 | #1
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New Zealand YouTube Ads Leaderboard 2018 | #5
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Mumbrella Entertainment Marketing Awards 2018 | Best Use of Film Craft/Best Execution
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Mumbrella Entertainment Marketing Awards 2018 | Best Branded Entertainment
Cresta 2019
Branded Entertainment,
Branded Film/Video/TV
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FINALIST
Cresta 2019
Moving Image,
Cosmetics & Toiletries
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BRONZE
Awards
