Lynx

Lynx used mail to convince influencers that the brand had grown up.

Background

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.

Solution

To start the conversation, key influencers were mailed invitations. In each was a classic black t-shirt – an icon of the image and experience Lynx were promoting. The shirt had a trick up its sleeve: a unique Bluetooth chip sewn in. This let Lynx track the influencers into Black Space and provide them with an exclusive experience.

Results

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, engaging more aspirational influencers.

 

Source: Lynx - DMA Award Winner Bronze

Keep up to date

Join the thousands of subscribers experiencing the magic of mail. Get creative inspiration, latest innovations, thought leadership and free resources delivered to your inbox monthly.

You must provide your first name
You must provide your last name

Royal Mail Group would like to keep in touch with you by email about our products, services and offers that might interest you. Please indicate your consent by subscribing below.

You can withdraw your consent at any time. For more details about this and how we handle your data, please read our Privacy Policy Privacy Policy.