Brand barometer: Social media performance of Lynx

NOVEMBER

Despite the launch of Lynx's new fragrance, Final Edition, conversation focused on the AAR's ban of a Lynx digital campaign and a separate poster ad.

DECEMBER

Scantily clad models braved London's cold, warning of 'The end of the world', as Final Edition ads generated social coverage.

JANUARY

After dominating the male market for 27 years, Lynx announced plans to release a women's fragrance as part of the Attract range.

FEBRUARY

Users uploaded 'spraying Lynx in mouth' videos as a 'Lynx Challenge' trended on Twitter. 'Chaos' spread as Lynx took Attract on the road.

Lynx's commitment to social is evident, with almost 800k Facebook 'likes' and a regular stream of content. Eye-catching marketing creates a steady stream of positive conversation - but if the female fragrance becomes a permanent fixture, Lynx will need to consider its approach on social as male and female behaviour in social spaces is markedly different.

Methodology:

The Social Media Reputation (SMR) score provides a benchmark to gauge brands' respective popularity.

The score is derived by averaging the noise around a brand (reach) with its popularity (satisfaction).

Then the numbers from the last month are compared to the previous three months to apply a topical adjustment (recency).

An algorithm and some more human analysis later produces the SMR score.

To boost accuracy, a representative sample of the automated sentiment data is validated by Yomego's expert team.

This article was first published on marketingmagazine.co.uk