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Lexus
Lexus Instagram Hijack

RAN IN: Russia

CLIENT
Toyota Motor Ltd.

AGENCY
Isobar Moscow *Lead Agency


SUMMARY

The idea was to give Lexus owners the ability to create unique content related to their favorite brand. It was also important to involve the owners of other brands in communication and to broadcast to them the image of Lexus as a modern and dynamic brand.19 GIF-pictures were developed. Popular tags were selected appropriate to the stickers, so that users can easily find them and add to Stories. Branded GIFs proved to be in demand not only among the adherents of Lexus, but also among the owners of other auto brands.

CASE STUDY

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CASE VIDEO


Audience: Our audience: men and women, 25-35 years old, with high income. We focused on car owners who spend their days publishing, commenting and filming a lot of materials related to cars. This audience is very sensitive to any brand activity on Instagram.Estimated total number of Russian Instagram ranges from 25-27 million. Million people. More than 11 million people comment or create posts (https://ru.epicstars.com/auditoriya-instagram-v-rossii-issledovanie-2017). The potential audience of Lexus in the Russian segment of Instagram is estimated at 8 million people.

Objectives: The main goal of the campaign was to change the recognition of Lexus as traditionalist brand intended for the audience aged 40+, by making it more audacious and attractive for younger people.According to BHT brand-tracking, in 2017 Lexus was behind BMW and Audi in For Young People image leadership.The tools we used to measure the campaign effectiveness were:- BHT value of For Young People parameter compared to the competitors. Plan - 37 %;- increased number of subscribers in the official Instagram community. Plan - 114 180 users;- number of views. At least 8 mio/3months

Type: B2C

Language: English, Russian