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?

To drive awareness and ultimately drive sales for Lynx's new range of hair products.

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.

An econometric partnership with Unilever and Mindshare analysing the effectiveness of mobile messaging showing mobile drove the highest ROI: Mobile: £0.86 TV: £0.08 Outdoor: £0.06

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.