Indoor Ads
Unilever
Issue 62 | March 2022
Agency
Lola Mullenlowe
Creative Team
Executive Creative Director Tomas Ostiglia Creative Directors Kevin Cabuli, Jorge Zacher Copywriter Alvaro Palma, Kiki Holshuijsen, Joaquin Cuadrado Art Director Gines Gomez Brand Creative Lead Maria Garcia Campos
Production Team
Head of Production Felipe Calvi o
Other Credits
Global Brand Director Caroline Gregory Global Brand Manager Jamie Brooks Global Assistant Brand Manager Alessandro D’Amico
Date
March 2021
Background
In 2020 social media was vital in helping the UK connect with friends and family, and in the process, Instagram, TikTok, and Zoom became the virtual windows of our lives.
Idea
Lynx launched an exciting new opportunity for everyday guys and girls to become Lynx-fluencers, practically overnight.
The best bit? Anyone with an Instagram account could get involved and get paid in the process.
Whether they had 50 followers or 50,000, the brand offered the opportunity to turn people across the nation into influencers simply by bringing a Lynx advert indoors and sharing on their socials for their friends (and fans) to see.
From a branded pillow to a wall poster or shower vinyl, all guys or girls needed to do to earn a quick 50 was order one of Lynx’s complimentary everyday items from its dedicated website, snap an image of the branded item and upload it to their Instagram account.
Results
Not yet available.
Our Thoughts
Snuffling around on the internet I have discovered (I think) that a total of 17,000 was spent on paying the micro-influencers for spreading the word about Lynx Africa.
As media budgets go, even in this digital age, that’s pretty small to reach as many of the relevant people this did. Once upon a time, advertising used to be B to C. Now it’s B to C to C, creating an idea or a message that people are happy to pass on to their friends and followers.
Many attempts fail but as Unilever can attest, bribery still works a treat!