Lexus: All-in on obsession

Lexus, an automotive brand, partnered with influencers to promote and increase sales of the new Lexus IS sports sedan in the US.

Campaign Summary

A boomer-dependent luxury brand in need of a youth infusion, a luxury sedan segment being annihilated by luxury utility vehicles (LUVs), and a single-minded sport sedan tasked with nearly doubling sales and attracting an outsized-share of Millennials versus German competitors during a global pandemic. What could go right? A lot. By connecting the unapologetic obsession our audience had for their passions to Lexus' own obsession with a pure sport sedan experience, IS sales increased 96%, IS was the second fastest-selling automobile in America, IS consideration increased 25% to lead the segment, and share of Millennials increased 43% reclaiming...

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