Lynx After Hours

Background

Lynx body spray gives young men the confidence to succeed in the mating game. Lynx advertising and experiential events are very popular but tend to be tactical and campaign-focused, meaning there were troughs in the year where Lynx was not engaging with its consumers.

The thought was that Lynx could use its branded social media spaces to hold both new content and content already created by other agencies, and use this to engage consumers in an on-going dialogue about the dating game. The most engaged could then be enticed to the Lynx Lounge, where they would be rewarded with more content they can use to help them succeed in the dating game.

Idea

The After Hours section in the Lounge is where visitors could see what actual Lynx girls got up to ‘After Hours’ (after a busy day looking gorgeous). As well as providing eye candy, the site reinforced the brand strategy of ‘wit and tit’ by wrapping the admittedly gratuitous nudity within a humorous context.

The campaign unfolded in three stages.

One: Conversations were initiated via the Lynx Facebook page about the dating game - asking “Where’s the oddest place you’ve pulled?”

Also on the Facebook fan page and on Lynx’s Youtube channel, the audience was shown the 8 casting videos for the babes who would appear ‘After Hours’ in the Lounge. They were invited to vote for their favourite to be the Lynx Mynx.

Two: ‘After Hours’ went live, and viewers could watch 8 short films starring the 8 Lynx lovelies relaxing.

Three: The Lynx Mynx was revealed. She had her own room in the Lynx Lounge where voters suggested weird and funny things for her to do. For instance, she has raced a pedal tractor against a panda bear and she has painted a picture.

Results

25,000 Facebook fans

2,000+ conversations and comments initiated about the mating game.

65,000 votes on the site and on Facebook.

5,000 registrations to the Lynx Lounge

20,000 plus views on YouTube

Facebook ads - 0.16% CTR compared the Facebook average of 0.10%

Our Thoughts

My fourteen year old son walks around in a haze of Lynx. On his Facebook page he tells the world his main interest in life is girls. So I showed him this campaign. Well, he’s not going to tell his Dad what he thinks, is he? But when I asked him what he thought of it there was a sort-of rasp in the back of his throat as he said, “It’s alright”.

The point is, direct marketing starts with targeting and Lynx know precisely who they are talking to and what turns them on. And this content allows their target audience to sink deeper and deeper into the fantasy of that first, perfect sexual encounter.