When Unilever launched it’s new Lynx Excite product, they commissioned simple but powerful advertising creative. The video ads promoted a fragrance so irresistible it causes angels to fall from the sky. Unilever knew from the start that they wanted the film to work across a variety of formats, reaching not just TV viewers but also cinema visitors and mobile users.
For the mobile component of the Lynx Excite campaign, they were immediately drawn to the AdMob platform. AdMob enables advertisers to engage with mobile users across mobile platforms to maximize reach with their target audience.
In order to provide the most engaging experience possible for mobile users, Unilever built a robust HTML5 mobile landing page for the campaign. Mobile banner ads led users to an extended advertising experience, where a rotating halo enabled navigation through the microsite. A visitor could view the television ad, see exclusive behind-the-scenes footage and enjoy interactive features including tips, tricks and tools.
Through AdMob, the ads achieved results that far surpassed expectations. In all, 149 million impressions were served and 690,000 unique visitors accessed the content. On all devices, users spent approximately two minutes actively engaging with the Lynx brand storytelling. In terms of this phenomenal reach and high levels of engagement, the mobile advertising achieved unprecedented results for Unilever.
Posted by Vicky Homan, Google Mobile Ads Marketing Team