CASE STUDY:Mobile Driving High ROI for a Lynx Launch Campaign
Provided by Weve
Lynx used mobile targeting to drive awareness and increase sales of its new range of hair styling products.
What was the Challenge / Background of the Campaign?
Lynx were launching a new range of hair products focusing especially on the young adult market so they needed to find the most relevant medium to generate a big impact and drive sales. Mobile was the perfect solution for this launch as it is proven to be very effective for the 18-34 demographic. For this age group, mobile is overwhelmingly their first and most important screen. The one they care about and use every hour of their day. So why not talk to them on it?
What was the Campaign Objective?
To drive awareness and ultimately drive sales for Lynx's new range of hair products.
What was the Solution?
It was a combination of time targeted messaging and real time location targeting across multiple point of sale and lifestyle locations. Today 'who' is only part of finding the right people to target. 'Where exactly' these people are is an increasingly important part of the picture. WeLocate helps brands communicate with their audience based on their location, not just their demographic- helping drive footfall to specific stores, run drive-by special offers campaigns and raise awareness of new product launches as was the case with Lynx.
What were the Results?
An econometric partnership with Unilever and Mindshare analysing the effectiveness of mobile messaging showing mobile drove the highest ROI:
What were the Key Learnings of this Campaign?
Research proved that mobile was the most effective media in driving ROI for Lynx's new range of hair products as customers had direct encouragement to trial new products available in stores nearby.