Unilever brand Lynx increased its share of the Chinese deodorant market by 300% in 2012. As deodorant is not perceived as a necessity among Chinese consumers, Lynx targeted and engaged young consumers in an unusual and attention-grabbing offline and online campaign.
Lynx’s “Farewell To Fantasy” campaign, launched in December 2012 and featured as a Flash of Genius in our Digital IQ Index: Personal Care China report, installed a vending machine on a college campaign in Shanghai. Students received a party invitation and a bottle of Lynx body spray in exchange for submitting a fantasy item such as an X-rated magazine. The message of the campaign was to encourage young men to meet real women with a new confidence gained from wearing Lynx products.
Lynx also made a Youku video of fans lining up to submit their items and their reaction to receiving free products.The campaign was successful. The video received more than a million views and the Sina Weibo hashtag spawned more than 13,000 discussions.
Lynx is one of the top-performing Unilever brands, all which differentiate themselves with vibrant social media campaigns. Lynx’s “Why Did the Dumb Guy Get Chased” and “Lynx Reveals the Secret of Seduction” were two of the most-viewed videos on Youku with 6,145,195 and 5,925,512 views respectively.
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