Over the last decade, we’ve worked with LYNX (Unilever Ireland), the brand that’s famous for revolutionising the male fragrance category, throughout many stages of its brand evolution.
From Unilever’s global and local research we know that, despite social progress, male confidence is shockingly low and men still feel overwhelming pressure to conform to masculine stereotypes. This campaign was designed to help Irish men understand masculinity through their own unique, and unexpected, personal style. LYNX’s role was to ‘help Irish men find their magic’.
As part of the global trial of the LYNX Pop Up Barber Shop, Thinkhouse collaborated with the talented team in Unilever to deliver an experience like no other — live, on Dublin’s South William Street, for three months. This slick, state-of-the-art salon employed cutting-edge technology in the form of the (Find Your) Magic Mirror — the world’s first Augmented Reality hair salon application. Using an advanced digital display, guys could try out a catalogue of hairstyles to see which suited best, unlocking a new unique style.
Thinkhouse’s Media Relations & Advocacy team was responsible for generating a buzz before, during and after the arrival of the LYNX Pop Up Barber Shop. To help do this, we liaised with media and some of the event’s special speakers: MMA coach John Kavanagh, personal trainer Rob Lipsett and GAA star, turned fashion designer, Paul Galvin.
We worked with our LYNX Ambassadors, who have each found their magic through various passions, to deliver the ‘LYNX Find Your Magic Summer Series’ – intimate events hosted for fans in the Pop Up Barber Shop over the summer. These informal chats inspired LYNX fans, and media, as they told stories that demonstrated how they personally overcame male stereotypes and labels and how they ‘found their magic’.
Peter Hatton, Head of Marketing, Personal Care, Unilever, said: “Thinkhouse understands the pressures on men and the world they live in today. Our team at Unilever, our global agency partners, and the team at Thinkhouse worked together to spread a message of individuality, inspiring the men of Ireland to find their magic through the activation and through the stories of our Lynx Ambassadors.”
The campaign landed over 32 media hits across TV, Online, Radio and Print. The total reach for the campaign was over 25 million. Now that’s magic.