​The Challenge

With no major vehicle launches on the calendar, Lexus needed to remain top-of-mind and maintain a strong share of voice in a highly competitive category.

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Equally important: continuing to build brand desire among its next generation of buyers — a diverse Gen X and Gen Y audience — without relying on traditional product news.

 

The Insight

Influencers over editorial media. While traditional media prioritize new product announcements, influencers are driven by access, experience, and originality. Providing exclusive, immersive access to luxury vehicles offered a powerful way to generate ongoing, authentic storytelling — even in the absence of “news.”

 

The Solution

We crafted and led an always-on, year-round influencer program that created sustained visibility and cultural relevance for Lexus, while steadily building brand desire among next-gen consumers.

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Key elements included:

• Identifying brand-appropriate, high-engagement influencers capable of delivering consistent, perennial social coverage.

• Engaging creators on an earned basis, offering 2–10-day vehicle test drives in exchange for original content.

• Cultivating long-term relationships with luxury and lifestyle influencers to build enduring brand equity with their audiences.

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The Results

The program successfully kept Lexus front and center with next-generation buyers through the voices they trust most — and delivered performance well beyond industry benchmarks.