To create conversation, we needed to drive fame. The behavioral insight of social proof showed us that if we created a ‘viral peak’ of views in the first week of the campaign, we would organically drive further views and conversations around our content for an extended period.

We therefore created impact with a coordinated launch for the film, driving mass video views across YouTube, social networks, blogs and fan clubs, and networks of contextually relevant sites.

We tracked the campaign’s progress in real-time from a mission control center and strategically optimized our budgets to promote the film across the best-performing channels, giving us the best bang for our buck.

With 15+ million film views, we achieved our brand objective of communicating the power of fragrance in overall beauty. Strong film completion rates of 47% helped double Lux’s online Share of Voice, leading to an increase of +33% in awareness of Lux among 25-34 year old females online. The conversation we created online also led to offline earned media success, with 78 media stories reaching over 11 million women.

The strong media strategy helped drive impact on brand with +14% increase in Brand Preference and +9% growth in Lux being seen as having better fragrances. These improvements on brand impacted business very strongly, with Lux recording +30% increase in sales in India.