Written by Emma Vetriano • Published 17th October 2011

I recently read an article, which in a rather effective way, made me think about how we create campaigns in the ‘digital revolution’…

Brian Solis is a self-proclaimed digital analyst, sociologist, and futurist. In this particular article, he discussed ‘Digital Darwinism’. In which he defined it as “the evolution of consumer behaviour when society and technology evolve faster than our ability to adapt.” – So what does this mean?

Survival of the fittest, in this circumstance, is who can evolve with the ever-changing technology – depicting the opportunities from the gaffes.

Now, a brand I believe to be amongst the fittest in the digital revolution is Lynx.

Somehow the tongue-in-cheek humour in their digital campaigns always manage to make me laugh. And their recent addition is no exception.

What I find fascinating about their digital campaigns, besides the smart use of playful humour, is the way they use technology resources to enhance them. They are not shy of the fact that technology is developing rapidly, and the only way to stay current is to take advantage of this.

Their recent venture follows a string of successful digital campaigns, including Fallen Angel for Excite. This incorporated gaming, interaction and augmented reality – making the most of their online resources. Amongst this, the key message is consistently present throughout – that Lynx makes men appear attractive to women.

Solis interestingly quoted “What works against you also works for you. And, it is what you do now that defines your ability to compete for today and the future”. Lynx, owned by umbrella brand Unilever, choose which digital platforms are going to enhance their brand awareness and interaction. Their activity reflects their brand personality to a tee.

Solis continues to say nothing is too big to fail nor too small to succeed – I think these are vital points to remember. We have to be aware that not all digital outlets suit all brands. Surviving in the digital age means strategically choosing which platforms work best for your brand.

You can read ‘Digital Darwinism: Who’s next?’ here. Let us know what you think about this subject – do you think we can apply Darwinism to the digital era?


Cover image courtesy of NASA Goddard Space Flight Center, flickr.com