The Lexus NX is a new kind of SUV–one that doesn't sacrifice style for utility. But people have long been conditioned to look for utility above all else. We had to prove to one-of-a-kind, style-driven affluents at a transformative point in their lives that utility is simply not enough. Sure, an SUV can be used for practical means, but who cares what it's moving if it doesn't move you? We had to convince people to go Beyond Utility.
With an eye for style, the Lexus NX target is always looking for inspiration–but they're not easy to please. To pique their interest, we had to go beyond the traditional TV spot. So we partnered with Facebook and Unified Social to launch and deliver the most personalized video campaign in history and at scale. We created over 1000 unique ads to reach millions of people in a way that mattered to them.
By pairing Facebook's unparalleled ability to use data to target by individual interest and affinity, we were able to segment the Lexus NX target by demographic details, interests, geographical location, and vehicle affinity (Lexus loyalists, NX hand raisers, automotive enthusiasts, competitive owners). We built hyper-targeted ads for individual users by matching video clips to user details as if they were ingredients. A woman who drives a BMW and likes technology would see one video, while a man who likes technology and drives a Lexus would see another.
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 regards 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 112% of its objective through March. Within three months, the NX achieved its year-end goal of raising awareness from 0% to 40%.
