Lexus Case Study

Lexus hero image

Lexus

Increasing market growth through the Exceptional Experiences campaign and a new hybrid car

Sector

Auto

Objectives

Launch products | Market growth

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.  

Lexus - solution

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. 

page views
58K

ad feature page views

traffic
96%

priority market traffic

social
90%

traffic via social channels

Lexus - full width image tyre
default

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. 

Lexus - insights

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.  

Lexus - strategy

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.

Lexus - targeting

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