Lexus: Facebook 1000 To 1 [video]

Credits & Description:

Category: Automotive
Media: TV, Print, Online, OOH, Email, Radio, Point of Sale (POS)
Agency: Team One USA
Client: Lexus
Brand: The Entirely New Lexus NX Turbo
Company: Team One USA, Los Angeles
Target: USA · North America
Associate Media Director: Amanda Taft, Team One USA
Account Director : John Coelho, Team One USA
Executive Creative Director: Alastair Green, Team One USA
Group Creative Director : Craig Crawford, Team One USA
Associate Creative Director : Brian Doyle, Team One USA
Copywriter: Mary Toves, Team One USA
Senior Producer: Pilar Leff, Team One USA
Producer: Justine Kleeman, Team One USA
Associate Director, Project Management: Sylvia Gutierez, Team One USA
Director: RJ Muna, RJ Muna Pictures
Media Manager: Teri Hill , Lexus
National Marketing Communications Manager: Mariko Kusumoto, Lexus
Lexus Advertising and Multicultural Marketing Manager : MaryJane Kroll, Lexus
Corporate Manager, Marketing : Brian Bolain, Lexus
Account Manager: Peter Albano, Unified Social
Director, Ad Operations : Phil Knittel, Unified Social
Senior Strategic Planner: Ashleigh Edwards, Team One USA
Executive Director: Paul Silverman , Team One USA
Director of Strategic Planning: Noel Sullivan, Team One USA
Vice President, Marketing : Brian Smith, Lexus
Creative Strategist: Glenn Davis, Facebook
Creative Strategist: Bob Bjarke, Facebook
Creative Lead: Tom Gilmartin, Facebook
Industry Lead: Blake Beers, Facebook
Language: English (US)
Objectives: Awareness, Product Launch
Tags: Automotive, North America, English (US), Awareness, Product Launch, TV, Print, Online, OOH, Email, Radio, Point Of Sale (POS)  
Campaign Description
To launch the entirely new Lexus NX Turbo, Team One and Lexus set out to establish that the luxury crossover doesn't stop at utility. SUVs have long been used for utilitarian purposes. People have been conditioned to look for utility above all else in their SUV. By conventional measure, they’re judging their choice of SUV on their need for utility alone. However for the Lexus NX target, young affluents in a transformative point in their lives, utility is not enough. When it comes to their vehicle, they want something that is more than purely functional, but rather something that has a sense of style they desire. An SUV can be used for more practical means, but who cares if it’s not something that’s also rewarding to drive and be in? With the all-new NX, comes the introduction of a breed of SUV that goes beyond utility; an SUV designed to inspire as much as it holds.
With a year-end goal of raising awareness for the new nameplate from 0% to 40% and sales totaling 40,000 units, Team One and Lexus launched a multimedia, integrated campaign targeted to the affluent urbanite.
Campaign Goals
With an eye for style, the Lexus NX target can be described as discerning to say the least. They’re always looking for inspiration, and social media is no exception. We knew that in order to pique their interest, we had to go beyond the traditional 0:15/0:30 repurposed television spot and provide a truly, relevant message, tailored to the individual and their interests. We partnered with Facebook and Unified Social to launch and deliver the most personalized video campaign in history and at scale.
By pairing Facebook’s unparalleled ability to target by individual interest and affinity, we were able to segment the Lexus NX target by demographic (male/female, household income), interest (fashion, technology, music, travel), geographical location (Lexus top ten markets for sales) and vehicle affinity (Lexus loyalists, NX hand raisers, automotive enthusiasts, competitive owners). Each video edit pulled from this wide range of storyline ingredients. For example, a woman living in Los Angeles who owned a BMW and had an affinity for fashion received a different video than a man living in Los Angeles who owned a Lexus and had an affinity for fashion.
The end production result was 1,076 videos targeted to over
742 segments.
Campaign Performance
To date, the Lexus NX campaign has reached over 11.2MM unique Facebook users and delivered over 10.8MM video views. With an engagement rate of 26.67 %, we’ve beaten the auto industry benchmark of 1.50% by 16x. In addition, the NX campaign is Lexus’ most efficient Facebook campaign to date; achieving a cost per view of $0.04, a 300% increase in efficiency. With re: to sentiment, over 72% of applicable user comments were positive. Comments included “I was just looking at these last night online!!!”, “Smart video”, “Love the new lexus...maybe I'll trade mine in” and “This is a serious possibility for my next one.”
Since the launch of the campaign, the NX has consistently exceeded monthly sales goals, reaching 114% of its objective through February. In addition, within three months, the NX has achieved its year end goal of raising awareness from 0% to 40%.