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10 September 2021
Micro-influencers help drive Lexus IS sales
Influencers, KOLsLuxury automotive
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.