“I’m in and out of the gym all the time, so I know how important it is to have products that will leave me smelling and feeling good,” explained Heavyweight World Champion Boxer Anthony Joshua. “I've been using Lynx products since I was a kid so it feels right to mark my first ten years in the ring by creating the Lynx YOU Anthony Joshua range.” And what better way to encourage his fans to sample the products than drive them to venues in-keeping with the fighter’s career -- gyms, boxing-related locations and fight venues -- in an innovative Landmrk campaign. With the added incentive of potentially bagging one of five signed ‘golden cans’, which included two tickets to his planned clash with Jubrat Puluv (eventually substituted by French fighter Carlos Takam), Joshua’s Instagram followers were encouraged to head for one of more than 1,000 hotspots in mainland UK. Regardless of whether they won or not, every user could then register for an exclusive sample of the limited edition Lynx YOU, delivered through the post by social sampling gurus SoPost.
More than 40,000 sessions were activated on the platform over the course of the campaign, racking up almost 170,000 page views as fans headed to hotspots up and down mainland UK. The campaign proved an innovative and successful way to encourage product sampling, with Joshua fans quickly claiming up to 1,000 free cans -- with a clear path for offering direct feedback or impressions to the Lynx team. Skewing heavily male and with a majority of active users over 25 years old, the campaign’s targetting and delivery neatly underlined the move from ‘The Lynx Effect’ to ‘Find Your Magic’. And when Anthony Joshua stopped his opponent in the tenth round, the project drew to a fitting conclusion. Part of the ‘Find Your Magic’ Lynx campaign, which has also recruited the likes of music stars Wiley and Craig David, Joshua lent his weight to the message that men should challenge the preconceptions that constrain them from being themselves -- just as he geared up to defend his belt, first against Jubrat Pulev (who was forced to withdraw through injury), then versus Carlos Takam (who he stopped in the 10th round). In an innovative way to trail the release and offer the boxer’s fans a chance to sample the range, Unilever agency TMW used the Landmrk platform to activate over 1,000 hotspots across mainland UK including gyms, leisure centres and venues that have helped shape Joshua’s career.