welcome to our presentation. brief 18 – 24 year olds to achieve this through one of the unilever...
TRANSCRIPT
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Welcome to our presentation
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Brief
18 – 24 year olds
To achieve this through one of the Unilever sustainable living platforms
RE-CONNECT
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Agenda
• Social issue
• Research
• Connection to Lynx
• Campaign Idea
• Summary
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Sexual confidence
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18-24 year olds?
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50%of 18 to 24 year olds
Lack personal confidence
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Qualitative research
Body imageStress of
exams
Lack of money
Problems at college/Universit
y
Not achieving
goals
Struggle find a
solution to a problem
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OUR RESEARCH REVEALEDTHAT THIS IS MAKING THEM…
FEEL DOWN
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Yes No
Does being down have an impact on self-confidence?
84%
16%
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45%talk with someone
41%ignore
14% other
55%Of young men are not dealing with the issue
properly
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FEEL DOWN
Depression
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Can a brand change the way people feel
70% 30%
YES! NO
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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…
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Can Lynx play a part in self confidence?
77%YES
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What makes 18-24 year olds feel confident…
Planning Positive outlook on
life Motivation Goals & Objectives
Belief from others
Achieving something
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90% of males 18-24
claimed that they are happier and more
confident when they have a
ROUTINE
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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’’
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When do people set their objectives?
NEW YEAR’S
DAY
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How many people achieve their New Year’s objectives?
8%
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#Feelgood campaign
Lead aHealthi
erLifestyl
e
Get dream job
Achieveexpected grades
Run themarathon
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Where we will be focusing
America
France
UK
India
Australia
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Social media amongst 18 – 24 in these markets
France
74%24%
81% 42% 15%
86%28%27%
USA UK
91%64%45%
Australia
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Stage 1
Raise Awareness
Stage 2
Drive Engagement
Stage 3
Co-creation
COMMUNICATION PROCESS
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Stage 1
Raise awareness
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January 1st 2016
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SAVE 10p
BUY ONE GET ONE
FREE
VOUCHER
Congratulations!Scan your voucher at the
till
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Social media pages
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Stage 2
Drive engagement
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Routine plannerDay planner
TimelineTimer checklist
ReminderAccomplishment of the day in %
Special datesHelp (tips, solutions)
Lynx social media
App #feelgood
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Blogging
Pay blogge
rs
Raise awareness and drive engagement
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1 to 3 months
FOMOPublic
Relations
#1 To lose weight and get fit#2 Quit smoking#3 To achieve good grades
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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
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UK
FRANCE
INDIA
AUSTRALIA
USA
75%
60%
65%
40%
50%
6 months
Public Relations & Statistics
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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’’
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Online competition 6 to 12 months
VOTEwho deserves help from lynx
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Stage 3
Co-creation
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Personal Routine development
Feelings and thoughts
Positive outcome Your next goal Lynx role and
support
About….
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In these 6 months…
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Rewards for Blogging
Personal Care Products Discounts
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1-3 months
3-6 months
6-9 months
9-12 months
GOAL
ROUTINE
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Length of campaign
5 different countries
Expand the campaign out to more countries
Lynx Resolution Day
20 620 720 8
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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
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SummaryFOCUS
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