Lynx's audience had grown up. To regain relevance, they launched a more mature range Lynx Black - less scantily clad girls, more authentic lifestyle. To promote it they created - Black Space - a place men could enjoy their passions; gigs, grooming, drinking and creativity. Lynx needed to get it talked about it.
To build awareness of the brand name by introducing a more sophisticated product range allowing the brand to work with more aspirational influencers.
To embody the new positioning, they opened a shop: Black Space, an urban escape from the noise of city life: a place for gigs, grooming, drinking, and creativity, watching films and listening to inspiring talks. Where guys could discover and reignite their passions in an authentic, stripped-back environment.
If Black Space was going to take off, they needed to get people talking about it.
To grab attention and start the conversation, key influencers were mailed handmade invitations. Nestled in the invitation box was a simple black t-shirt - an icon classic, understated style, exactly the image and experience Black Space and Lynx were promoting. This shirt had a trick up its sleeve: a unique Bluetooth chip sewn into each. This meant that, using a bespoke iPad app, Lynx could track the influencers and provide them with an exclusive experience.
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More than 17,000 people visited Black Space and were immersed in the new grown-up Lynx, 70% of whom fitted the key target audience. Over 52 million social media impressions were generated, with the brand's original video content attracting 2.55 million views and rising.
The Black Space activation also generated national reach, with 60% of social mentions coming from outside London.
All of this provided evidence that Lynx really has grown up.
The campaign successfully built a new set of brand associations for Lynx. It received positive coverage from more premium publications than would usually have associated with Lynx, allowing the brand to work with more aspirational influencers.