Lynx, Garnier, Dobbies, Mettle and B&M: top 5 performance marketing campaigns this week

Every week, the PMW team pick the top 5 ad campaigns that incorporate performance marketing techniques such as pay-for-performance advertising or data-led audience targetting, crediting the work behind it and reviewing the strategies involved. 

Is Lynx’s Africa the greatest men's fragrance of all time? Lynx is putting an enormous £13m into a UK targeted marketing campaign covering Twitch, Spotify and YouTube to convince Gen-Z to celebrate the popular stocking filler. The move comes as more brands move spend away from TV and onto gaming, music and streaming channels to reach a moving audience. 

Speaking about the shift to digital channels, Josh Plimmer, Senior Brand Manager, Lynx, said: “It is crucial for Lynx that we continue to maintain relevance amongst younger consumers and so Gen-Z will continue to be a real focus for us.”  

Read about Unilever’s GOAT campaign for Lynx Africa and more in PMW’s pick of the top five performance marketing-based campaigns this week:

• Lynx: Highly targeted ads on YouTube, Twitch and Spotify
• L’Oreal Garnier: Influencer and AR campaign
• Dobbies: VOD, OOH, digital audio, digital display, social and e-CRM
• Natwest’s Mettle: Reach and personalisation campaigns across VOD, radio and digital audio channels, digital display and social media
• B&M: SEO to drive traffic and visibility

Lynx Africa – Feel Fresh as Fresh with the GOAT

Unilever-owned male fragrance brand Lynx has launched a huge £13m marketing investment, the highly targeted activation aims to remind guys that Lynx Africa is the greatest fragrance of all time (GOAT).  

Working with: Media agency Mindshare UK, creative agencies Lola MullenLowe, The Martin Agency and talent agency Crush.

The performance marketing strategy: Alongside a video commercial streaming across TV, broadcaster video on demand (BVOD) and cinema (targeting Gen-Z relevant blockbusters), the ads will be highly targeted on YouTube, Twitch and Spotify. Lynx is showing up in the top channels where Gen-Z are engaging with their passions, specifically targeting gamers, streamers and online users. As a new venture, Lynx is multiplying its investment in Twitch to engage young gamers. The brand is also creating social first assets that are shorter, sharper, and will resonate and entertain with the younger audience across Meta (Facebook and Instagram) and TikTok. Tapping into the increasing popularity of anime, each social short video will focus on a specific passion point to target different audiences (gaming, music, sports).

#GarnierVitC

Beauty brand Garnier is expanding into the metaverse with its first AR filter, inviting consumers to explore the new ‘Vitaverse’ with the launch of the #GarnierVitC influencer campaign.  

Working with: Influencer agency Billion Dollar Boy, design studio 099 Creative and creative technology agency Weald Creative.

The performance marketing strategy:  A #GarnierVitC organic social campaign promotes the Garnier SkinActive Vitamin C Glow Boost Night Serum in the Nordics, amplified by 10 of the region’s leading content creators.  Meanwhile, the AR filter gives consumers access to the ‘Vitaverse’, an interactive immersive world for users to engage with the brand and learn more about its Vitamin C Glow Boost serums. With creative direction from leading global influencer agency, Billion Dollar Boy, the interactive filter – designed by animation, design and visualisation studio 099 Creative, and developed by creative technology agency Weald Creative – is available to users via a mobile Instagram account.

“Spring’s a Big Deal at Dobbies”

Garden centre retailer Dobbies has unveiled a new multichannel campaign – “Spring’s a Big Deal at Dobbies”. 

Working with: Creative agency elvis, media agencies EssenceMediacom and Clean Digital with PR activity in collaboration with Frame.

The performance marketing strategy: Leading with a 20-second film, the campaign sees Dobbies testing out a new media mix, moving into BVOD, out-of-home and digital audio. This is supported by activity across digital display, social and e-CRM. Media planning and buying for broadcast, audio-visual, digital display and partnership activity is by EssenceMediacom, while paid social, search, shopping and additional targeted digital display activity is by Clean Digital.  

Mettle – Amped up

Natwest-owned small business-focused digital business bank account Mettle has launched a campaign aimed at the ‘hardworking self-employed business community’. The campaign positions small business owners as ‘business rock stars’. 

Working with: Creative agency Fold7 and media agency Wavemaker UK. 

The performance marketing strategy: The creative is accompanied by an ‘always-on’ media strategy and plan developed by Wavemaker. With a goal of reaching an inclusive audience, the campaign is set to air across multiple VOD, radio and digital audio channels in the UK. It will additionally be supported by a range of digital and social media activity. The channels were specifically selected for their ability to strike a balance between reach and personalisation, as well as to carve out a unique identity for the brand. Radio, in particular, was chosen as a channel typically under-utilised by Mettle’s competitors. Through the use of audio, the campaign aims to build familiarity and trust among SMEs. Dynamic creative – tailored by the time of day and location – will enhance the messaging and add a personal touch. 

B&M – New SEO strategy

Retailer B&M is embarking on a new search engine optimisation strategy.

Working with: Digital marketing agency Organic.

The performance marketing strategy: The agency is tasked with helping to improve the retailer’s organic search rankings, drive more traffic to its website, and enhance its local SEO strategy. Organic will begin work immediately on a strategy that will help B&M to boost its technical and content SEO. The win comes following some consultancy work for the brand and is Organic’s fifth new business win of 2023.