With many people still confined to their homes in the U.K. (although officially, the "Stay at home" order ends today), Lynx has found a way to use the interior of people's houses as media.
The Unilever brand (also known as Axe) is allowing would-be influencers aged over 18 to buy branded items from a website, then take a selfie with the the item and put it on Instagram, in exchange for which they will get a small fee. They can choose from limited edition branded pillows, posters, magnets, or shower vinyl, 550 of which are each available. Fees for showcasing the items on Instagram range from 20 to 50 pounds ($27-$70), so altogether, Lynx is shelling out around £17,000 ($23,500).
The campaign was devised by Spanish agency Lola MullenLowe. “Being able to place ads in bedrooms, living rooms, kitchens and bathrooms during lockdown is not only a fun activation, but gives young people the chance to earn a few quid. We are really grateful to Lynx for allowing us to challenge the way to monetize online content,” says the agency's executive creative director Tomas Ostiglia.