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Role: Creative&Art Lead, SMM-strategist
Client: Lexus
Years: 2018-2019
Role: Creative&Art Lead, SMM-strategist
Client: Lexus
Years: 2018-2019
How to make everyone talk about a brand w/ no TOV? Change everything and start collaborating!
Objective
Develop a new Lexus social media strategy to create its recognizable visual style and rejuvenate the audience
One of the main challenges was not only to create a new visual style that would reflect the understated elegance of the brand, but also the introduction of a new TOV, which would clearly show the trend toward modern luxury, where the experience economy comes to the fore.
As part of this approach, several large-scale campaigns were implemented. The most classic ones are special projects w/ famous Russian chiefs Berezutsky brothers (Twins Garden) and Vladimir Mukhin for GQ (White Rabbit Family) and one that was called "21 days with Lexus" — bloggers there tried not only to learn new skills but also wake up really early.
Objective
Develop a new Lexus social media strategy to create its recognizable visual style and rejuvenate the audience
One of the main challenges was not only to create a new visual style that would reflect the understated elegance of the brand, but also the introduction of a new TOV, which would clearly show the trend toward modern luxury, where the experience economy comes to the fore.
As part of this approach, several large-scale campaigns were implemented. The most classic ones are special projects w/ famous Russian chiefs Berezutsky brothers (Twins Garden) and Vladimir Mukhin for GQ (White Rabbit Family) and one that was called "21 days with Lexus" — bloggers there tried not only to learn new skills but also wake up really early.
LEXUS
Increase in average organic DAU by 2.28% from May to June
Average daily organic registrations is 4.5% higher than for May
An uplift in Russia for % of users adding interests since campaign launch (+18% relative uplift for females, +12% for males) Also an uplift in chats initiated for male users (+5% relative uplift).
60k gifts were given away for campaign participants
331k clicks to landing (from internal and external promo)
197k unique visitors of first screen from landing (*for visiting landing participant must have Badoo account)
31k users clicked button SHARE RESULT at the end screen (here campaign participants could share their results and personal artworks in their social media)
+4k new organic followers in @badoo_ru
Average daily organic registrations is 4.5% higher than for May
An uplift in Russia for % of users adding interests since campaign launch (+18% relative uplift for females, +12% for males) Also an uplift in chats initiated for male users (+5% relative uplift).
60k gifts were given away for campaign participants
331k clicks to landing (from internal and external promo)
197k unique visitors of first screen from landing (*for visiting landing participant must have Badoo account)
31k users clicked button SHARE RESULT at the end screen (here campaign participants could share their results and personal artworks in their social media)
+4k new organic followers in @badoo_ru
