12. Can a brand change the way people feel
YES! NO
13. Brands can give you the
confidence to try different
things…
Brands have the potential
to
make a difference.Brand can be used to say
an important message
which perhaps you were
unaware of..
Advertising campaigns
can change your
perception and hence
your feelings…
Yes of course, brands
are what
drive the world forward
18 – 24 year olds said…
17. Why having a routine
makes you feel confident
‘’I feel more
confident when I
have a routine as
it makes me feel
in control of my
life’’
‘’Planning the day helps
me to achieve more’’
‘’Routine is good
for the body and
helps to create a
healthy state of
mind’’
‘’I feel less
anxious/nervous about
the day’’
‘’It makes achieving your
goals more possible’’
‘’Having a routine
helps me to stay more
focused on my goals’’
35. 1 to 3 months
Public
Relations
To lose weight and get fit
Quit smoking
To achieve good grades
36. 3 months
“You’re on target to reach
your goals!
Keep going.
LYNX”
“ Don’t give up, you’re almost
there!
Here is 10 tips on how to succeed.
LYNX”
PROGRESS
38. Competition
“Competition can
improve performance
and happiness”
‘’You perform better when
You’re competing because
as humans you have a
desire to win’’
‘’Gives me an end goal
and something to look
ahead to’’
‘’It causes you to
work harder’’
‘’It gets your
mind working
harder and
helps
you to stay
healthy
and focused’’
45. Length of campaign
5 different countries
Expand the campaign out
to more countries
Lynx Resolution Day
20 6
20 7
20 8
46. What we want to achieve through this campaign
• Engage and motivate customers via social media and other channels
• Highlight the importance of positive actions everyday
•To help consumers to reach their goals and make routine an important
part of their day
• To change the perception of Lynx to a feel good brand
• Re-connect with target audience
Introduction - This slide will include pictures of Josh and Alyona along with the group name – Have Lynx on it too
Find a different picture of 18 – 24 year old males
We want Lynx to be a confidence brand and so conducted qualitative research and the findings were
Talk about how lynx is perfect for confidence (Draw a diagram about Lynx’s target market and the market which is was appealing too
We need to start off talking about Lynx and why their marketing is failing to appeal to it’s target audience, as the previous ‘sexual confidence’ message is staring to disconnect from Lynx’s target audience. We want to stick to the brands message but steer it away from sexual confidence and focus it at self-confidence. We then looked at how we could re-connect Lynx to their target market by helping a major social issue that Lynx’s target audience face and therefore can relate to.
Sexual confidence is appealing to the wrong audience.
We felt that Lynx would be perfect confidence: Explain why
Explain each part so for example the issue etc
Talk about how sexual confidence used to be appealing to 18 – 24 year olds however this is no longer for men anymore and is attracting the younger brother, which our research has revealed. Because Lynx is a confidence brand, we wanted to find out what are the issues for 18 – 24 year old men in terms of confidence.
So we conducted research on the attitudes of 18 – 24 year olds when it comes to confidence and looked at their feelings towards having high confidence and low confidence and actually came across a huge problem which was that .. (next slide)
What they lack confidence in
Which is that 50% of 18 – 24 year olds are at risk of lack of confidence, both myself and Alyona were shocked about this statistic and so wanted to find out more and are research revealed that (next slide)
Most 18 – 24 year old men worry about their body image, stress of exams, not achieving their goals and this is having a negative effect on the way they feel. We wanted to see the effect this was having on them and (next slide)
Put this in order to tell a story Brief: reconnect
We found out that these three factors are having a serious affect on the way 18 – 24 year olds feel and this is seriously getting them down. Although the signs are ignored or passed off as just part of growing up, we wanted to find out if this is having a negative effect on their self confidence and actually….. (next slide)
Say when you mention it people almost patronise you and say wait till you’re older
It is, with 84% of people saying that being down has an impact on self confidence. As a confidence brand, we wanted to find out how 18 – 24 year old men are dealing with the issue and we found out that .. (next slide)
Could be a blank screen then have a big YES – 84% people believe this
55% of people are not dealing with the issue – They don’t know what they can do about it and don’t talk to anyone and this is making the situation a lot worse and so how can a brand like Lynx help this issue.. (next slide)
Bring the 55% animation in to not reveal it straight away
We know that brands can’t be involved in depression or even risk of depression but before we developed a campaign, we wanted to find out if brands can play a role in this and .. (next slide)
First signs of depression
70% of people believe that a brand can change the way you feel.
So we know brands can play a huge part in the way people feel but can Lynx can a part in helping self confidence.. (next slide)
Will then show percentages of people who said yes and who said no and then go onto say how we looked at what made them feel more confident .. Then leads onto the next slide
Bring in the 77% through animation and hide the red possibly
Rearrange So we did some research on what makes consumers feel most confident and these were the responses however the most common response was that.... (next slide)
Animation bring this each part in – Put them in the order to tell it better.
Find a way of making it personal
90% of people are happier and more confident when they have a routine as it helps to be more organised, the achievement level is higher and people are more likely to know what to expect and how to react to a particular situation. Lynx provide the support for routine
This then gave us the insight on why routine is so important and actually there wasn’t actually anything negative mentioned about having a routine
Bring in animations for each one and explain each one.
End it on having a routine makes me confident
We found out that new years eve was the time that people were engaging in setting their objectives for the year and so we did some research about this day on how many people actually achieve their objectives (next slide)
NEW YEARS DAY
We found out that a only 8% of people achieve their new years resolution. We want people to achieve their goals and the best way to do this is through routine. This is when we came up with..
So we know
This is when we came up with the campaign idea of Lynx Feel good – A campaign built around helping people to achieve their objectives through routine.
We want to create a campaign all about feeling good and encouraging consumers to achieve their objectives. We feel the best way to achieve this is through developing a platform that will encourage consumers to set their goals and objectives and achieve this through routine. Could mention on here how it could be a social media campaign. Because people feel good when they are achieving their goals.
How could we best connect to the target audience – we feel that the best way to do this is through social media
Social media campaign:
This is where we came up the #Feelgood campaign – we wanted to launch it as a digital campaign (explain why)
We wanted to launch this as a social media campaign and the reasons for this is that most people who will be waking up New Years day are likely to be on social media checking up on last nights events. We feel that this would be the perfect opportunity to launch a social media campaign globally as we felt it is the best possible way to reach our target audience.
These 5 places would benefit most from this campaign because these were the places that were actually struggling with the feeling down problem and therefore would benefit the most.
As you can see the popularity amongst 18 – 24 year olds in these market is huge which also strengthens the campaign idea to be built around a social media campaign
We need to do this via 3 step process in order to raise awareness of Lynx feel good and to get people to engage. And 3rd stage there where we want Lynx to generate material to push back to people. We want to achieve this happy guy, to bring routine back to his life. And via routine we want to achieve his goals.
Stage 1: We need to raise awareness of this campaign so that consumers know what it is all about and we are going to do this through 2 platforms. The first one is..
PHOTOSHOP LYNX BILLBOARD ONTO LONDON UNDERGROUND
The billboards will be featured all around the cities – have picture of where they will be featured so would include on times square as well as at bus stops etc
QR code on the billboards which could lead you to the app and this will include step 2: Drive engagement.. (next slide)
The app
This could show the steps they would have to go through for example could show the part where they have to share what their resolutions are
This will then be shared onto Lynx social media sites
Use animation
Once you have shared this via the Lynx app, this will then automatically feature on the social media pages. They will also get access to the bonus content on the app which will help making their resolutions easier through routine checking.
Once they have shared their resolutions they then gain access to the rest of the Lynx app. We know that when people wake up in the morning the first thing they do is pick up their phone. We want Lynx to play a role in the morning routine by creating the routine planner that will allow them to become more confident for the day ahead. (show what app does) link it to planning, achieving and routine
Making it part of the morning routine is also when you spray deodorant and so by making Lynx part of the morning routine via the app could also remind them to use Lynx in the morning
Blogging in this section – pay the blogger
Talk about what they are doing and their experiences (how it is helping them with their routine)
Pay well known bloggers to write about what they are doing with this campaign, i.e. how they are participating and how it is helping them with their routine etc.. This will not only raise awareness but can help to drive engagement by consumers
1 – 3 months we are going to do a PR release on what was the most common objectives set in each country – This would raise awareness of campaign and encourage to engage with the campaign. Because of FOMO – fear of missing out (could show stats on how 18 – 24 year olds feel like they need to be a part of something.
PR EVERY 3 months We would want to do a progress check – this is the average time people buy deodorant – this is the time we need to re-engage with them through the app or product
For this slide we can talk about how 6 months into the campaign, we are going to release these statistics as PR to raise awareness of campaign as well as encouraging consumers to carry on engaging with the campaign.
The reasons we are doing competition Competition often increases performance for boys and men
Bring in competition in – people vote on who they feel deserves the prize
They vote on who deserves to go next
Lynx will also publish via social media and their app encouraging consumers to start blogging about their experiences
Change the picture – show examples as in people who have voted on it for example on the FB page – Say what the person would win etc
THIS SLIDE NEEDS CONTENT
Announce what the competition involves for example ..
Lynx will reveal the competition 9 months into the campaign and the reasons for this is our research has revealed that 18 – 24 year old men are heavily motivated by competition. This would be the perfect opportunity to push and encourage young men to achieve their goals.
This competition will involve .. (explain what it is about)
Then try and find a way of linking it to the next session which is about the blog and getting the consumers to create the content
Lynx kick start the co-creation and ask people to share their stories Tell your story – how you’ve developed a routine and how it has made you positive. ask them to show their stories – tell us the next goal you are setting to have a chance to get extra support from lynx
SHOW EXAMPLES OF SOME PEOPLES BLOGS AND HOW PEOPLE VOTE ON THEM ON SOCIAL MEDIA FOR EXAMPLE THE LEFT SIDE CAN HAVE THEIR BLOGS AND THEN THE RIGHT CAN BE A PRINT SCREEN ON FACEBOOK SHOWING THE LINK TO THE BLOG ON SOCIAL MEDIA In these 3 months consumers will vote for people who deserves help from lynx to achieve their goal i.e. paying for them to help aid people in Africa
3 WINNERS AREs announced each month and this will lead to Lynx helping them to achieve
For those who are blogging, Lynx will select people at random to thank them for their participation in the campaign. They will be rewarded through discounts on Lynx products and this will encourage them to engage with the product
WE AREN’T DOING ABOUT LOYALTY POINTS – I DON’T UNDERSTAND THIS SLIDE
HAVE ROUTINE FLASH UP In these 6 months consumers will vote for people who deserves help from lynx to achieve their goal i.e. paying for them to help aid people in Africa
A winner is announced each month
We feel that four years is too much however three years will give Lynx enough time to help people to feel good and confident about themselves and help to show them the benefits of having a routine and sticking to it. Talk about how the winner’s story will feature in the next ad. This will
Raise awareness of the campaign for 2017
Encourage consumers to participate
Lead to more popularity globally which could lead to operating in more markets
By running this campaign, we want to get more awareness of Lynx brand in consumers minds as well as to get positive word-of-mouth as people always rely on their family/friends opinions about the product or service. We also believe that we can engage customer via social media and other channels to get more publicity and attract attention of other stakeholders. We also want to highlight the importance of depression issue and force people to take positive actions everyday. By doing this, Lynx will definitely increase volume sales and brand awareness as well as Lynx will have competitive advantage in the market.
Use buzzwords all the time (planning, achieving and routine(
Summary and where is fits in with the USLP
USLP should be in summary (improving health & wellbeing)
