Brand barometer: Social media performance of Lynx
A look at the performance of Lynx in social media over the past four months.
Lynx focuses on physical attraction in its ad campaigns
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.
Scantily clad models braved London's cold, warning of 'The end of the world', as Final Edition ads generated social coverage.
After dominating the male market for 27 years, Lynx announced plans to release a women's fragrance as part of the Attract range.
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.
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
Latest jobs Jobs web feed
- Copywriter fishtank 25k to 40k per year GBP, Marlow, Buckinghamshire
- PR Account Director fishtank 40k to 55k per year GBP, Surrey
- Head of Marketing fishtank 45k to 60k per year GBP, United Kingdom
- Digital Search & Acquisitions Officer Topshop Up to £30,000 per annum + benefits, London
- planner > SHOPPER EVANGELIST > brilliant role for those SUITS looking to move across into PLANNING collectivo £30-40k + bens, London
- Marketing Executive Warner Bros £ Competitive + benefits, Holborn, London
Big Questions Live - Social Media, User Generated Content and the Power of Customer Insight (Webcast) External website
Brand Republic’s first ever online TV show, Big Questions Live wil...
The PR industry’s lack of success at the Cannes Lions festival 201...
Confused by hashtags? Tweetchats? Tweet walls? You’re not alone.Wi...
It’s fair to say we are truly in the age of content marketing, the...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...