Social-first demand generation
To connect with consumers among the distracting swirl of social media, we know our brands must capture their attention, and be relevant to them, and that’s why social-first demand generation is also key to our transformation.
Powered by real-time insights, our teams are creating more than 300 assets a week per brand, turning cultural sparks into commerce and enabling us to evolve from advertisers into community-builders, creators and data-driven demand makers. Crafting content that’s optimised for engagement and sales, we are tapping into communities to help shape conversations that feel authentic, and collaborations with creators and influencers that have empathy, relevance and intention.
Dove’s award-winning, creator-led #ShareTheFirst campaign challenged beauty standards through culturally relevant storytelling, encouraging women to post their first, unfiltered photo rather than a picture-perfect shot. It earned over 1 billion impressions and increased purchase intent among girls and women.
  Lux also has adopted a social-first marketing strategy with its #MyFirstLike social-first campaign, which invited women to like their own posts. With endorsements from influencers and celebrities, the brand empowered women to drop a heart or Like on their own posts as a bold declaration of self-love, flipping a familiar social script.
Axe became unmissable among its target audience of Gen Z guys with the launch of its limited-edition Lynx Catnip range. Acting on research that revealed 60% of cat owners wouldn’t date someone their pet disliked, the brand came up with a catnip oil-infused body spray that smelt great to humans and felines. Influencer content achieved over 164,000 organic views, brand conversations rocketed by 185% and the fragrance soon had a sizable waiting list.
And I was particularly excited about the ‘Locker Room’ - a round-the-clock social content hub we ran during this summer’s sporting events with Rexona, enabling the brand to lead the conversation, not just join it, during tournaments.
The result? Athletes and creators popping up in our content, giveaways, live reactions and social buzz that drove engagement and cultural relevance on TikTok and Instagram.