Execution of this strategy hinged on a small team of dedicated, socially-savvy creatives; as well as a high-trust client relationship – picking up on the most talked-about events and translating them into brand-relevant content to encourage sharing among the target audience. An innate understanding of the demographic and the subject matter they share informed bigger pieces of content throughout the year, providing more than just a standard social always-on approach. Essentially, we stepped things up – making us stand out from the 440-odd posts our guys were bombarded with every day, and giving them that extra something to enjoy, share and truly ‘like’.

As a result, the fan base continued to grow throughout 2013 (from 1 million to 1.2) and engagement with our content increased across the year too.

We experimented with any and all content platforms in the same way that our naturally-inquisitive demographic was – putting Lynx front of mind across any platform where the demographic was already present. And with social media use among the target audience higher than any other demographic group, we reinforced the memory structures that would influence their purchasing decision in-store or online.