​

The Challenge

Lexus sought to build brand desire among its next generation of buyers—a diverse Gen X and Gen Y audience—by proving its brand promise: “Experience Amazing.”

 

At the same time, the brand needed to extend the reach of its existing culinary, hospitality, and entertainment partnerships in a way that felt authentic, culturally relevant, and efficient—without incremental media investment.

 

The Solution

Bring the Experience Amazing promise to life through EARNED social influencer experiences designed to amplify Lexus’ most premium partnerships.

 

To ensure authenticity and long-term brand alignment, we began by leading the development of Lexus’ influencer strategy, including authoring brand-specific selection criteria that guided creator partnerships and experiential activation. Using this foundation, we identified creators whose lifestyles, aesthetics, audiences and engagement aligned naturally with the brand and its goals to resonate with future buyers.

 

We then curated three bespoke weekend experiences—each hosting six diverse lifestyle influencers—designed to deliver moments only Lexus could orchestrate.

Each immersive itinerary included:

 

• A luxury stay at Lexus hotel partner Rosewood Mansion

• Dining at the restaurant of Lexus Culinary Master Dean Fearing

• Lexus Suite access to a major concert at the American Airlines Center

• Curated Lexus chauffer service and vehicle test drives

 

In exchange for the all-inclusive experience, influencers shared content across Instagram and TikTok, extending the reach of Lexus’ experiential partnerships through trusted, first-person storytelling. No influencer fees were paid.​

 

The Results

The campaign successfully reached a younger, more diverse audience, with engagement, reach, and content performance exceeding both industry benchmarks and brand projections—demonstrating the power of thoughtfully designed, earned influencer experiences to amplify premium brand partnerships.​​