Broadening their appeal
Lynx was losing market share once their customers reached the age of 21. Broadening its appeal required a repositioning of the brand, moving away from their classic ‘get the girls’ approach to a more sophisticated angle.
By profiling the target market, we revealed how their passions and interests changed over time. By identifying the kind of content that appealed to Lynx’s older segment, we recommended crucial changes to both its brand proposition and advertising.
Over 39 million digital views
As a result, the next Lynx campaign delivered 39.3 million digital views, more than double the amount previously achieved, and a boost to their brand positivity rating from 14% to 41%.