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Case Study 4
Lynx Primal Instinct
The challenge
When Lynx was looking to launch its new ‘Instinct’ product in Australia it had
a fairly specific set of goals:
●● to exceed sales figures achieved by the previous year’s Lynx product
‘Dark Temptation’;
●● to add an additional 10,000 registered users to the Lynx online database;
●● to use rich media, new media and social media to engage and interact
with 400,000-plus members of the core target demographic.
Campaign budget
Between A $100,000 and A $200,000.
