LYNX x LADbible Group - Confidence

LADbible Group set out to create fun AR experiences that aimed to ‘elevate everyday experiences’, sculpting memorable executions that invoke a connection to Lynx’s brand principles and ‘Smell Iconic’. This was done in a three-phase content launch, allowing us to maximise the AR executions potential. AR was the perfect medium, it allowed us to interact with audiences on a more intimate level, something that was needed for brands to do during this time of isolation and distancing. First, we hyped audiences with video content announcing the upcoming AR experiences across our channels using Calfreezy, Aitch and Chunkz, known for their personal approaches to confidence and passion for engaging with their fans in new and exciting ways. We then released three unique AR experiences, an interactive reaction filter, a game where the user was the controller, and a hologram concert. These AR executions took on a life of their own, being used across the country in new and inventive ways as content in their own right. To celebrate this and nurture two-way engagement with our audience we rounded up the best-case uses of the AR content and complied them into video content championing our audience's creativity and confidence. RESULTS We generated 29.7M impressions reaching 19M, over delivering on targets by 20% across social elements across Facebook, Instagram, Snapchat and Twitter on LADbible, UNILAD, UNILAD Sound and GAMINGbible. Talent specific IG filters and Hologram within key passion points allowed us to drive home ‘Smell Iconic’ and instil attraction and action in our audience achieving 65K engagements and connect with the 16-34 audience. We elevated viewers everyday experiences online through clean user journeys to the Aitch hologram through Snapchat with a 2.2% swipe up rate against platform benchmark of 0.2%. 4M impressions through FB AR ad slots and 3.8M impressions of targeted paid IG stories allowed viewers to easily find our IG filters, which targeted to our purpose-built Lynx audience and users who had previously engaged with the FB and IG videos from the launch FB and IG feed videos. Our brand uplift study showed we increased unpromoted awareness by 5%pts from the pre-launch study with an understanding of the ‘New Lynx Effect’ up by 10%pts. Through innovative content within passion points we located the target audience, 45% taking confidence as the key brand message. We used groundbreaking AR tech to reach 18-24's and the study showed 23% would consider purchase after viewing the content.