The campaign, which features a £15 million TV spot, was developed by the Martin Agency and features the rapper’s 2018 hit ‘Drip Too Hard’.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

Meanwhile, the 30-second spot brings to life the toiletries brand’s new collection by weaving together gaming, music, anime and modern art influences.

The campaign will also feature partnerships with a range of influencers including The Beta Squad, with work running across YouTube, Instagram, TikTok and Snapchat throughout the year.

Lynx Marketing Manager, Josh Plimmer, said: “We know that 74% of UK guys say they do not feel there is an affordable solution to their fine fragrance needs. And now we can offer a collection infused with an eclectic mix of scent profiles, which we know is ‘smell tested’ and loved by young males.

“With the launch of the Lynx Fine Fragrance Collection disrupting the male toiletries category by challenging those traditional luxury symbols of the fragrance world, it’s only right that our new advert is similarly inventive.”

He added: “The creative itself is dripping with surreal Lynx energy – bringing the boost in confidence that Lynx gives millions of guys to life with this vibrant, dreamlike animation that pops off the screen. The advert smashes through the stuffiness of traditional perfumery brands and partnering with rap icon Lil Baby helps us match the energy and sense of adventure that Lynx fans crave.”

The post Lynx targets Gen Z’s in new £15m ad featuring Lil Baby appeared first on Mobile Marketing Magazine.

The Race Card aims to turn the idea of ‘playing the race card’ on its head by highlighting individual experiences of racial micro-aggressions and how these manifest in people’s everyday lives.

The first episode features influential Black Britons including rapper AJ Tracey, footballer Jesse Lingard, fashion stylist Ayishat Akanbi, writer Chanté Joseph, radio presenter Sideman, and grime MC Novelist discussing their experiences of racial stereotyping at school.

“As part of the brand’s diversity and inclusion plan and commitment to racial equality, we wanted to create a film series that will engage and educate our audience on contemporary issues around race,” said Jamie Brooks, Brand Lead at Lynx.

“We’re proud to have teamed up with SocialFIXT and Complex UK to produce this work, alongside some of the UK’s most influential people. We hope that the series will help inform and help foster positive conversations around diversity, making it a point of celebration rather than divide.”

Episode one of The Race Card is available to view on YouTube now, with the second focusing on work debuting on 4 November and the final one about society available on 11 November. The videos will appear on both Lynx and Complex UK’s channels.

“Having difficult conversations around race is a hugely important and necessary step in the journey towards positive social change,” said Steve Slocomb, Editor-in-Chief at Complex UK.

“These conversations don’t happen anywhere near enough, so we at Complex UK are proud to have partnered with Lynx and SocialFIXT to bring this campaign to life. It features some amazing Black British talent opening up and sharing their stories and experiences with racial microaggressions in a way that is both truly insightful and inspiring.”

Alongside SocialFIXT’s support for the series, it will also become a long-term partner for driving diversity and inclusion within Lynx’s parent company, Unilever.

The post Lynx, Complex, and SocialFIXT link up with AJ Tracey, Jesse Lingard for video series around race issues appeared first on Mobile Marketing Magazine.

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, its the turn of the Most Effective Brand Campaign category.

Knorr, Joule, PHD, Mindshare, Edelman and Mullen Lowe – Knorr Love At First Taste
Reaching the millennial audience isn’t the easiest challenge for a food brand best known for its stock pots, but this campaign did just that with a viral video showing couples sharing food on a first date.

The video itself racked up 112m views across channels, but it was also supported across social media, with Twitter’s ‘conversational video’ card unit, Facebook ads targeted at known ‘foodies’ and an accompanying ‘flavour profiler’ web app.

Levi’s and OMD China – The Levi’s Campaign That Levi’s Didn’t Create
Levi’s was facing a huge brand perception problem amongst Chinese targets. The fundamental issue was that the brand didn’t excite or inspire the younger generation. Levi’s had lost its denim leadership to rival Lee in China’s lower tier cities.

It had to do something different. So instead of telling Chinese Millennials what it meant to be original, OMD China and Levi’s handed over complete reign of ad creation and inspired them to create their very own version of Levi’s ‘We Are Original’ campaign.

Since people are often inspired by music, OMD China and Levi’s partnered with mobile music app, Tencent’s QQ music. Harnessing Tencent’s QQ database, they selected Millennials’ favourite songs that best embodied Levis’ brand spirit. On the app, Millennials playing any of these songs unlocked Levi’s original images – backdrops to Levi’s campaign.

Consumers could then invent an original strapline, to pair with their Levi’s image directly on QQ Music, and then share it. So every message became an individual story told through WeChat: an expressive image, original statement and song, to get their friends inspired. Offline, the campaign invited China’s youths to star in their own Levi’s poster, striking a pose to show their originality. Scanning a QR code on their phones made these posters shareable.

The campaign really caught young consumer’s imagination: over 2.6m Levi’s ads were created by Millennials in just two weeks, and the campaign achieved an additional 2.9m consumer engagements in the form of likes, forwards, comments and shares.

LeoVegas – Instagram Video Carousel Ads
Social media has become a valuable advertising channel for many verticals, including gambling. LeoVegas’s approach to social is to stay innovative and find the best approach for all channels, including Instagram, by exploiting the best use of new ad formats, such as the carousel ads on Instagram. LeoVegas used Instagram’s carousel ads, combined with video ads, to keep the target audience interested and acquire new customers.

The company’s Instagram campaign enabled the company to engage with more users, and lower the cost per video view, and the cost per first time deposits.

Unilever, Mindshare UK and TMW Unlimited – Lynx CALM
As a brand targeted at young men, Lynx decided to team up with UK charity CALM (Campaign Against Living Miserably) to tackle the issue of male suicide. For its creative the campaign used real-time social listening to pick out comparatively trivial topics being discussed more than suicide, which was then delivered across mobile, social and high-impact out-of-home sites like London’s Piccadilly One.
Finally, supporters were asked for permission to send out a synchronised ‘thunderclap’ message on International Men’s Day, helping to increase awareness of the issue.

Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.

The post Awards Preview – Most Effective Social Campaign appeared first on Mobile Marketing Magazine.

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, its the turn of the Most Effective Integrated Campaign category.

Bel UK, OMD UK, Mobile5 and Simbiotik – Babybel Football
This Babybel campaign tapped into the 2016 UEFA Euro Championships, without being an official sponsor of the event, by creating a mobile game where players flicked the round cheeses into a goal for a chance to win prizes, including packs of Mini Babybel. The game tied into a wider campaign running across TV, outdoor, in-store and limited edition packaging which decked each cheese out in the colours of a different European country, and helped to push an 18 per ent increase in rate of sale at Tesco.

Jaguar and Mindshare – Jaguar Feel Wimbledon
To mark its sponsorship of this years Championships, Jaguar once again turned to Mindshare for a Feel Wimbledon campaign that could give non-attendees a taste of being at the iconic sporting event. The resulting three-minute 360° video featuring Andy Murray was available on YouTube – where it attracted 2m views – and social media channels, and in experiential zones set up at London Waterloo station and Jaguar retailers nationwide.

Knorr, Joule, PHD, Mindshare, Edelman and Mullen Lowe – Knorr Love At First Taste
Reaching the millennial audience isnt the easiest challenge for a food brand best known for its stock pots, but this campaign did just that with a viral video showing couples sharing food on a first date. The video itself racked up 112m views across channels, but it was also supported across social media, with Twitters conversational video card unit, Facebook ads targeted at known foodies and an accompanying flavour profiler web app.

Unilever, Mindshare UK and TMW Unlimited – Lynx CALM
As a brand targeted at young men, Lynx decided to team up with UK charity CALM (Campaign Against Living Miserably) to tackle the issue of male suicide. For its creative the campaign used real-time social listening to pick out comparatively trivial topics being discussed more than suicide, which was then delivered across mobile, social and high-impact out-of-home sites like Londons Piccadilly One. Finally, supporters were asked for permission to send out a synchronised thunderclap message on International Mens Day, helping to increase awareness of the issue.

Our winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.

The post Awards Preview – Most Effective Integrated Campaign appeared first on Mobile Marketing Magazine.

Short-form mobile video creative of around six to eight seconds sees engagement rates up to 60 per cent higher than longer brand videos, a new study involving Stella Artois, Lynz and TomTom has found.

The research, carried out by Opera Mediaworks, found that shorter mobile videos were optimal for branding campaigns, delivering on average 36 per cent higher engagement levels than long form, and in turn delivering the best return when it came to driving traffic. With the Stella Artois campaign, the difference was 60 per cent for a six-second version of the video, compared to a 15-second version.

However, with product-focused campaigns featuring a call to action, longer form video was the more successful method, with 15 to 30-second videos offering engagement rates around 30 per cent higher when asking viewers to “Find Out More”. The Lynx campaign, which aimed at driving users to click a “Locate Store” button, saw a 38 per cent jump in clicks in the long-form video.

“It has long been suspected that the length of mobile video creative has a direct impact on audience engagement rates, and its reassuring to have a specific measure of this now,” said Mark Slade, managing director for EMEA at Opera Mediaworks. “Mobile video continues to be a huge growth area for advertising, considering the ubiquity of smartphones and the changing habits of how we consumer content.

“Following these findings, we look forward to working with brands and agencies in helping them further explore the nuances to deliver increasingly effective, mobile-first campaigns that are relevant and non-intrusive to consumers.”

When it comes to dwell time and click-through rates, the optimal video length for maximising audience engagement in non-native environments on mobile is between 14 and 15 seconds, with videos in the window concise enough to deliver engagement averages double those of longer form videos, while also delivering click-through rates twice as high as short-form videos.

The post Short-form Branding Videos Get 36 Per Cent Higher Engagement appeared first on Mobile Marketing Magazine.