DIGITAL PLANNING21114547

Digital Media Plan21114547

Frequently use social

mediaDigital natives

Regularly watch

television

Young males 15-26

‘Need’ to look and

smell goodSex, music,

active, women`

Quick shoppers –

simple buying

processes

Frequent mobile and

internet users

Single/bachelor

Primarily C1/C2 socio-

economic group

User or Buyer?

MEDIA CONSUMPTION

Over half of their media and communications time is undertaken on a computer or mobile phone.

Over half their time on computers is spent communicating with other people, and they are more likely to use social networking (22% on social

networking, 14% instant messaging and 14% emailing).

29% of their time with media is concurrent; the result is that they use more media and communications than any other age group, fitting 9

hours 32 minutes’ worth of activity into 6 hours 35 minutes.

This is the age group most likely to turn elsewhere for video content – scheduled TV made up 70% of all video activity.

On Demand (non-linear) opportunities.

The Consumer’s Digital Day - Ofcom

Mobile Marketing report - WARC

Connected mobiles and tablets increase consumers’ ability to comment on TV content, or to track down information related to it, in real time.

50% of mobile traffic is video.

‘Digitally enhanced downtime’

BRAND RECOMMENDATIONS

To launch a more regular female based product/product line

To launch a product/product line at older men

To boost marketing and re-launch the aftershave sector of the brand

RECOMMENDATION 1

‘To launch a more regular female based product/product line’

Lynx launches two new mass media campaigns annually, promoting new fragranced products.

One campaign each year should feature female integration – five years running.

Evaluation of success – if successful, Lynx should look to launch a full female range.

To successfully launch and continue to sell a female deodorant or deodorant range by close of 2018’

RECOMMENDATION 2

‘To launch a product/product line at older men’

The British population is ageing, Lynx need to target an older sector to ensure industry leader status. R+D into older males needs and marketing would be required.

Deodorant sector is very competitive,one or two scents through shampoos. No brands specialise in older men’s shampoo.

Lynx Effect would not be appropriate – creatives would need to devise a new theme.

To successfully launch and continue to sell a shampoo/shower gel product or range at an older male age group by close of 2016

RECOMMENDATION 3

‘To boost marketing and re-launch the aftershave sector of the brand’

Lynx are weak in the aftershave sector, reviving this will lead to the ‘complete’ range.

An immediate marketing campaign to launch Lynx aftershaves through television, outdoor & social media. Utilising the Lynx Effect.

Financial backing is required to launch a successful media campaign. An annual performance review is necessary.

To invest money into the aftershave area of the brand, re-launch these products and continuously sell to the current target audience by close of

2013

Time Activity Media

7-9am Wake up, get ready and travel to education institution.

Mobile – alarms, social media, weather, newsTelevision – linear TVOutdoorRadio

9am-12noon School/college/university classes or lectures

Mobile – social mediaTabletComputer/laptopRadio

12noon-2pm Lunch or travel home after morning classes. Travel in for afternoon lectures

Mobile – social mediaTabletComputer/laptopOutdoorRadioNewspapers/magazines

2-5pm Afternoon classes or work/relax at home

Mobile – social mediaTabletComputer/laptopRadioTelevision – linear and VoD

5-8 Travel home, relax and dinnertime

Mobile – social mediaTabletRadioTelevision – linear and VoD

8-12midnight Part time job, travel, going out, assignment work, relax

MobileTabletTelevision linear and VoDComputer/laptop

TA in Education

Time Activity Media

7-9am Wake up, get ready and travel to work.

MobileRadioNewspapers/magazinesOutdoor

9am-12noon Arrive at work and work through until lunch

Computer/laptopRadio

12noon-2pm Lunchtime and local travel for food

MobileTabletOutdoor

2-5pm Work through until end of the day

Computer/laptopRadio

5-8 Travel home, relax and dinnertime

MobileTabletRadioTelevision – linear and VoD

8-12midnight Part time job, travel, going out, assignment work, relax

MobileTabletTelevision linear and VoDComputer/laptop

TA in Employment

DIGITAL PLAN

Television – 8 weeksvaried ads

On Demand television ads before user selected programmes

DIGITAL PLANDate in campaign Media Activity PlatformsWeek 1-8 (Start of campaign)

Television ads launchOn Demand ads and website launch

Television, computer/laptop, tablet, games console

Week 2 Alarm app release via AppStore, Google PlayStore, Blackberry Store and Windows Store

Mobile, Tablet

Week 3-8 Social media – Youtube extended content, Facebook video and image content

Mobile, Tablet, computer/laptop,

Week 4 Game release via AppStore, Google PlayStore and Windows Store

Mobile, Tablet, laptop

Week 5-8 Digital ads via billboard and station poster QR codes

Outdoor

Week 6-8 Twitter - #Lynx release to introduce Lynx Aftershaves

Mobile, Tablet, computer/laptop

ROLE + RELEVANCE

Alarm appAlarm wakes person up and reminds them to use their Lynx, after showering and or before they leave the house.

Facebook contentRelative image releases coinciding with activities going on in the lives of the TA.

Super bowl XLVII

Valentine’s Day

ROLE + RELEVANCE

http://www.youtube.com/watch?v=1JVP7YtnC_Q&list=PLAE2C6223BAC14713

Content

- Situation- People- Timing- Script- Brand

MEASUREMENT + EFFECTIVENESS

Alarm app and game downloads

Alarm app and game reviews

Twitter hashtags

QR code hits

Video content views

Facebook content likes and shares

SALES!

ANY QUESTIONS?