Lexus
Increasing market growth through the Exceptional Experiences campaign and a new hybrid car
Challenge
As a brand of luxury and sleek design, it was imperative for Lexus to broadcast this message while attracting their target audience to their new Hybrid car. The brief was to encapsulate their worldwide reputation for high performance luxury vehicles and exemplary customer service and turn it into inspirational video content that would captivate the next generation of luxury consumers.
Solution
Using four key themes of Design, Technology, Craftmanship and Experience, this brand campaign was focused on highlighting the core values of Lexus, by telling the stories of brands embodying the same ideals. Segmentation was a key aspect of this campaign, as the Lexus brand is luxury focused.
Results
Targeting business decision makers and luxury travellers, this campaign was focused on generating online traffic in South East Asia, in time for the Lexus coupé launch.
ad feature page views
priority market traffic
traffic via social channels
Services this project covered
Insights
The Audience and Insights team were an integral part of this campaign as Lexus was keen to hit a specific demographic in South East Asia. Using CNNIC’s proprietary AIM tool to create bespoke audience segments, the team were able to target this audience with great success – 96% of traffic came from the pre-selected priority markets.
Content
‘Exceptional Experiences’ was the concept behind this campaign. Profiling four empowering stories of individuals and businesses who embody the values Lexus wanted to be known for. Incorporating keywords and trends from social listening, each story included high res visuals and snackable content.
Strategy
The content created for this campaign was strategically delivered across CNN online, social media and other premium platforms. A/B testing was used for all promotional headlines, testing across in-feed native placements, both on CNN sites and social. The real time optimisation of promotional ad placements coupled with Omniture data audience groups viewing and engaging with ads, ensured a high conversion rate.
Targeting
In order to reach the core audience, CNNIC’s proprietary AIM tool was implemented to target C-suites, Business Decision Makers and Commercial Decision Makers, as well as Luxury and First Class travellers.
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