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Is it OK for guys...?

basics
Industry: Retail & Distribution
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
57% of British men have been told how a ‘real’ man should behave. Stuff like ‘Nice Guys Finish Last’, ‘Real Men Don’t Cry’ and ‘Man Up’ 57% of British men have been told how a real man should behave. Lynx – the UK name for Axe - is dedicated to helping young men shed traditional ideals of masculinity. But when young men are afraid to talk about their masculinity, how could Lynx help?
Strategy
In response, our strategy was; TO SPARK A WIDER CONVERSATION ABOUT MASCULINITY AND THE ISSUES FACING MILLENNIAL MEN TODAY BY PLACING COMPELLING ANSWERS TO THE QUESTIONS THAT WERE ON THEIR MIND IN THE MEDIA THEY WERE SEARCHING FOR THEM IN. This inspired ‘Is it ok for guys…’ an influencer campaign fuelled by search data. Our Google data insights not only informed the media strategy for the campaign, they actually changed the advertising content, creating a media-led content and influencer strategy that was created entirely from search data. Now, when young 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.
Relevancy
This campaign wasn’t just executed in media, its creative execution was inspired by media. ‘Is it ok for guys?’ was fuelled by search data analysis.
Outcome
‘Is it ok for guys…’ campaign was seen by 84% of 18-34-year-old men in the UK. Increasing Lynx’s search volume by 300%. And Ad recall by 21.4%. And hundreds of thousands of men realised that the answer to their ‘Is it ok for guys…’ questions was Yes, it IS OK.
Execution
We answered the most commonly Googles ‘Is it ok for guys...’ questions with 24 specially-made videos, featuring 18 influencers who embodied the breadth of modern British masculinity. These influencers included popular YouTubers as well as Lynx ambassadors like actor Will Poulter and World Heavyweight Champion Anthony Joshua. The campaign was distributed through paid online video formats. And by answering 24 of the most-asked ‘Is it ok for guys…’ questions in the UK, we guaranteed high organic search rankings.
CampaignDescription
The inspiration for our solution came from search data analysis. We analysed data from the one place young men DO seek answers: Google. Our data analysis of the questions being Googled by young men showed just how far-reaching their insecurities were. On the Top 25 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?’. It was apparent that Toxic Masculinity was an even more malevolent force than we anticipated.
credit
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Use of Branded Content created for Digital or Social
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