Media advertising campaign for Lynx

1. Digital Media Plan
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2. User or
Buyer?

4. The Consumer’s Digital Day - Ofcom
Over half of their media and communications time is undertaken on a
computer or mobile phone.
29% of their time with media is concurrent; the result is that they use
more media and communications than any other age group, fitting 9
hours 32 minutes’ worth of activity into 6 hours 35 minutes.
Over half their time on computers is spent communicating with other
people, and they are more likely to use social networking (22% on social
networking, 14% instant messaging and 14% emailing).
This is the age group most likely to turn elsewhere for video content –
scheduled TV made up 70% of all video activity.
On Demand (non-linear) opportunities.

5. Mobile Marketing report - WARC
‘Digitally enhanced downtime’
Connected mobiles and tablets increase consumers’ ability to comment
on TV content, or to track down information related to it, in real time.
50% of mobile traffic is video.

6. To launch a more regular female based product/product line
To launch a product/product line at older men
To boost marketing and re-launch the aftershave sector of the brand

7. ‘To launch a more regular female based product/product line’
To successfully launch and continue to sell a female deodorant or
deodorant range by close of 2018’
Lynx launches two new
mass media campaigns
annually, promoting new
fragranced products.
One campaign each
year should feature
female integration –
five years running.
Evaluation of success
– if successful, Lynx
should look to launch a
full female range.

8. ‘To launch a product/product line at older men’
To successfully launch and continue to sell a shampoo/shower gel
product or range at an older male age group by close of 2016
The British population is
ageing, Lynx need to
target an older sector to
ensure industry leader
status. R+D into older
males needs and
marketing would be
required.
Deodorant sector is
very competitive,
one or two scents
through shampoos.
No brands
specialise in older
men’s shampoo.
Lynx Effect would not
be appropriate –
creatives would need
to devise a new theme.

9. ‘To boost marketing and re-launch the aftershave sector of the
brand’
To invest money into the aftershave area of the brand, re-launch these
products and continuously sell to the current target audience by close of
2013
Lynx are weak in the
aftershave sector,
reviving this will lead to
the ‘complete’ range.
An immediate
marketing campaign
to launch Lynx
aftershaves through
television, outdoor &
social media.
Utilising the Lynx
Effect.
Financial backing is
required to launch a
successful media
campaign. An annual
performance review is
necessary.

10. TA in Education
Time
Activity
Media
7-9am
Wake up, get ready and
travel to education
institution.
Mobile – alarms, social media, weather, news
Television – linear TV
Outdoor
Radio
9am-12noon
School/college/
university classes or
lectures
Mobile – social media
Tablet
Computer/laptop
Radio
12noon-2pm
Lunch or travel home after
morning classes.
Travel in for afternoon
lectures
Mobile – social media
Tablet
Computer/laptop
Outdoor
Radio
Newspapers/magazines
2-5pm
Afternoon classes or
work/relax at home
Mobile – social media
Tablet
Computer/laptop
Radio
Television – linear and VoD
5-8
Travel home, relax and
dinnertime
Mobile – social media
Tablet
Radio
Television – linear and VoD
8-12midnight
Part time job, travel, going
out, assignment work, relax
Mobile
Tablet
Television linear and VoD
Computer/laptop

11. TA in Employment
Time
Activity
Media
7-9am
Wake up, get ready and
travel to work.
Mobile
Radio
Newspapers/magazines
Outdoor
9am-12noon
Arrive at work and work
through until lunch
Computer/laptop
Radio
12noon-2pm
Lunchtime and local travel
for food
Mobile
Tablet
Outdoor
2-5pm
Work through until end of
the day
Computer/laptop
Radio
5-8
Travel home, relax and
dinnertime
Mobile
Tablet
Radio
Television – linear and VoD
8-12midnight
Part time job, travel, going
out, assignment work, relax
Mobile
Tablet
Television linear and VoD
Computer/laptop

12. Television – 8 weeks
varied ads
On Demand television ads before user selected programmes

13. Date in campaign
Media Activity
Platforms
Week 1-8 (Start of
campaign)
Television ads launch
On Demand ads and
website launch
Television, computer/laptop,
tablet, games console
Week 2
Alarm app release via
AppStore, Google
PlayStore, Blackberry Store
and Windows Store
Mobile, Tablet
Week 3-8
Social media – Youtube
extended content,
Facebook video and image
content
Mobile, Tablet,
computer/laptop,
Week 4
Game release via AppStore,
Google PlayStore and
Windows Store
Mobile, Tablet, laptop
Week 5-8
Digital ads via billboard and
station poster QR codes
Outdoor
Week 6-8
Twitter - #Lynx release to
introduce Lynx Aftershaves
Mobile, Tablet,
computer/laptop

14. Alarm app
Alarm wakes person up and reminds
them to use their Lynx, after
showering and or before they leave
the house.
Facebook content
Relative image releases coinciding
with activities going on in the lives of
the TA.
Super bowl
XLVII
Valentine’s
Day

15. Content
-
Situation
People
Timing
Script
Brand
http://www.youtube.com/watch?v=1JVP7YtnC_Q&list=PLAE2C6223BAC14713

16. Alarm app
and game
downloads
Facebook
content likes
and shares
Alarm app
and game
reviews
Video
content
views
Twitter
hashtags
QR code
hits