Welcome to our presentation. Brief 18 – 24 year olds To achieve this through one of the Unilever...

Welcome to our presentation

Brief

18 – 24 year olds

To achieve this through one of the Unilever sustainable living platforms

RE-CONNECT

Agenda

• Social issue

• Research

• Connection to Lynx

• Campaign Idea

• Summary

Sexual confidence

18-24 year olds?

50%of 18 to 24 year olds

Lack personal confidence

Qualitative research

Body imageStress of

exams

Lack of money

Problems at college/Universit

y

Not achieving

goals

Struggle find a

solution to a problem

OUR RESEARCH REVEALEDTHAT THIS IS MAKING THEM…

FEEL DOWN

Yes No

Does being down have an impact on self-confidence?

84%

16%

45%talk with someone

41%ignore

14% other

55%Of young men are not dealing with the issue

properly

FEEL DOWN

Depression

Can a brand change the way people feel

70% 30%

YES! NO

Brands can give you the confidence to try

different things…

Brands have the potential to

make a difference.Brand can be used to

say an important message which perhaps you were unaware of..

Advertising campaigns can change your

perception and hence your feelings…

Yes of course, brands are what

drive the world forward

18 – 24 year olds said…

Can Lynx play a part in self confidence?

77%YES

What makes 18-24 year olds feel confident…

Planning Positive outlook on

life Motivation Goals & Objectives

Belief from others

Achieving something

90% of males 18-24

claimed that they are happier and more

confident when they have a

ROUTINE

Why having a routine makes you feel confident

‘’I feel more confident when I have a routine as it makes me feel in control of my

life’’

‘’Planning the day helps me to achieve more’’

‘’Routine is good for the body and helps to create a healthy state of

mind’’

‘’I feel less anxious/nervous about

the day’’

‘’It makes achieving your goals more possible’’

‘’Having a routine helps me to stay more focused on my goals’’

When do people set their objectives?

NEW YEAR’S

DAY

How many people achieve their New Year’s objectives?

8%

#Feelgood campaign

Lead aHealthi

erLifestyl

e

Get dream job

Achieveexpected grades

Run themarathon

Where we will be focusing

America

France

UK

India

Australia

Social media amongst 18 – 24 in these markets

France

74%24%

81% 42% 15%

86%28%27%

USA UK

91%64%45%

Australia

Stage 1

Raise Awareness

Stage 2

Drive Engagement

Stage 3

Co-creation

COMMUNICATION PROCESS

Stage 1

Raise awareness

January 1st 2016

SAVE 10p

BUY ONE GET ONE

FREE

VOUCHER

Congratulations!Scan your voucher at the

till

Social media pages

Stage 2

Drive engagement

Routine plannerDay planner

TimelineTimer checklist

ReminderAccomplishment of the day in %

Special datesHelp (tips, solutions)

Lynx social media

App #feelgood

Blogging

Pay blogge

rs

Raise awareness and drive engagement

1 to 3 months

FOMOPublic

Relations

#1 To lose weight and get fit#2 Quit smoking#3 To achieve good grades

3 months

“You’re on target to reach your goals! Keep going.

LYNX”

“ Don’t give up, you’re almost there!

Here is 10 tips on how to succeed. LYNX”

PROGRESS

UK

FRANCE

INDIA

AUSTRALIA

USA

75%

60%

65%

40%

50%

6 months

Public Relations & Statistics

Competition

“Competition can improve

performance and happiness”

‘’You perform better when You’re competing because as humans you

have a desire to win’’

‘’Gives me an end goal and something to look ahead to’’

‘’It causes you to work harder’’

‘’It gets your mind working

harder and helps

you to stay healthy

and focused’’

Online competition 6 to 12 months

VOTEwho deserves help from lynx

Stage 3

Co-creation

Personal Routine development

Feelings and thoughts

Positive outcome Your next goal Lynx role and

support

About….

In these 6 months…

Rewards for Blogging

Personal Care Products Discounts

1-3 months

3-6 months

6-9 months

9-12 months

GOAL

ROUTINE

Length of campaign

5 different countries

Expand the campaign out to more countries

Lynx Resolution Day

20 620 720 8

What we want to achieve through this campaign

• Engage and motivate customers via social media and other channels

• Highlight the importance of positive actions everyday

•To help consumers to reach their goals and make routine an important part of their day

• To change the perception of Lynx to a feel good brand

• Re-connect with target audience

SummaryFOCUS