To turn around Lynx’s association in the UK market with an outdated definition of what it means to be a man in 2017 and help young men cope with the growing pressures of ‘toxic masculinity’.
For years the Lynx brand had been rooted in the notion of attraction being explicitly connected to conquest. Recently British critics have viewed the brand’s previous definition of masculinity as laddish – something that belonged to a bygone age – and a surge of new entrants meant it was losing market share.
To begin a shift in brand perception, LYNX stepped out to help millennial guys shed traditional ideals of masculinity and attraction and embrace their own flaws and individuality as attributes. This repositioning was focussed around a campaign called 'Find Your Magic', featuring men and women using its products as tools to fuel their individuality, supported by a series of ads featuring famous brand ambassadors like singer John Legend.
It was whilst working on a new wave of this campaign that we uncovered new data that gave us a shocking insight into the breadth of worries on the minds of today’s young men in the UK.
Whilst analysing the top questions young British men type into search engines we discovered just how far-reaching the contemporary insecurities of young men were and how much influence the phenomenon of ‘toxic masculinity’ seemed to be having.
On the list were questions you may expect like ‘Is it OK for guys to experiment with other guys?’ but beyond that lay questions that most people wouldn’t think even needed to be asked, including ‘Is it OK for guys to cook?’ and ‘Is it OK for guys to wear pink?’.
These data insights not only informed the media strategy for the campaign, it actually changed the advertising content, creating a bespoke media-led influencer strategy that was inspired entirely from search data.
Now, when men resorted to Google for help, Lynx would be there to help answer their most commonly asked ‘Is it ok for guys…?’ questions.
But how could we deliver authentic answers to these questions and avoid looking like just another brand attaching themselves to a purpose-led cause?
The answer lay in WHO answered the questions.
We answered the most commonly asked ‘Is it OK for guys…?’ questions through a series of videos featuring men who embodied what modern masculinity is.
These included key YouTube influencers and British Lynx ambassadors such as actor Will Poulter and World Heavyweight Champion Anthony Joshua, who addressed questions like ‘Is it OK for guys to drink Soy milk?’, ‘Is it OK for guys to do Yoga?’ and ‘Is it OK for guys to get nervous around women?’.
All real questions that came from our local search data analysis. All answered by a range of influential men who were role models of modern masculinity.
These influencer videos were distributed through paid activity on YouTube, using the rich targeting capabilities available to identify men we knew would be most responsive to the campaign message (based on their interests and prior interactions with Lynx comms).
In addition to the paid targeting on social media – crucially - the specificity of the questions also meant that the videos of our successful male influencers telling guys that ‘Yes, it’s OK’ appeared high up in the organic search rankings for those organically searching for answers.
72 and Sunny Amsterdam
Edelman, TMWI, MullenLowe Salt