Lexus, the automaker, successfully drove sales of its IS sports sedan with a campaign that tapped into the power of eight micro-influencers to engage young, diverse consumers.

Why it matters

Marketers can often treat influencer campaigns as a game of reach, with the focus on finding partners with the largest number of followers. But micro-influencers, who often possess greater product expertise and more personalized connections, have the power to fulfil brand goals in different ways.

How Lexus fuelled sales