ABOUT

The use of a physical space to help Lynx launch a new understated grooming range – Lynx Black – and convince our audience that the brand has grown up.

For the launch of this unique space (in , we sent handmade invites to influencers. Using the Labs vinyl cutter, we created an understated look that rejected the usual PR fluff and noise. Nestled in the invitation box was an icon of classic understated style – the simple black T-shirt. But this simple garment had a few tricks up its sleeve as we hand-sewed bluetooth beacons into each one. This meant that using a bespoke iPad app, we could track our influencers and provide them with an exclusive experience. From their favourite drink at the bar ready to welcome them, through to a personalised ASOS collection and Jack The Clipper haircut, we could organise all of this from their social media information without them having to say a word.

Results:
52 million social media impressions
2.55 million video views
60% social reach outside of London