GOLD: Best Niche Targeting
Lexus Canada - Lexus LinkedIn
Our objective was to entice a very targeted, time-strapped, high-income audience to come to a Lexus dealership for a test drive.
LinkedIn has access to a very targeted audience based on career performance.
We know that C‐Suite executives who have just been promoted are given a large increase in salary and car allowance, and show off their status with a luxury vehicle purchase.
A congratulatory LinkedIn InMail was sent to individuals who had updated their career profiles to a C‐Suite-level job in the last three months (qualified by screening for Fortune 500 companies). We celebrated their success by rewarding their career accomplishments by offering premium Lexus driving gloves.
All they had to do was come to a dealership to pick up their custom order.
InMail had an unprecedented open rate of 70.44%, well ahead of the average InMail open rate of only 20%. The promotion sold out ahead of schedule, with 240 pairs of gloves and test drives of luxury vehicles requested.
Client: Lexus Canada
Agency: DentsuBos & 360i
EVP creative director: Jon Freir
CD art director: Travis Cowdy
CD writer: Lyranda Martin Evans
Agency producer: Phelia Wong
Client service: Stephen Kiely, VP, Chloe Gravelle, AD
Strategy: Ira Kates