Lexus NX Model Launch: Social CRM - Beyond utility
Campaign details
Agency: Team OneClient: LexusCategory: Automotive
Executive summary
The new Lexus NX is an SUV with a difference, but it needed to be launched into a competitive market and without taking sales away from the Lexus RX. Extensive market segmentation identified the best audience for the campaign, and found that targeting these people through social media would be the most effective route. Facebook targeting allowed different creative video to be delivered to different segments, in what became the largest, most personalised campaign in the social...