LINKPARTNERS, Santo Domingo / LEXUS / 2017
We knew that to develop the brand we should include local influencers. The important condition is that the selected ones should have the capacity to persuade the target A of the luxury segment. Finding this combination was a challenge.
Present personalities as representatives of the brand. We took advantage of a rumor that was present for a long time (20+ years) from "A rivalry between Divas" to create our next digital campaign, between Milagros Germán and Mariasela Álvarez, these are two of the most influential figures in tv in our country both in political and entertainment tv shows, Beacause of this “rivalry” the Dominican tv viewers took sides. Half said that on was better than the other throughout the years. Until the unraveling of our story were Lexus was a main character.
A three-part video was produced in the first two parts of the narrative narrated by two important influencers (297,000 followers and 148,000 followers) each posting their video in their instagram account. The first video influencing visually angry compares his personal tastes and the likes of another person who did not mention his name and the challenge to a duel. In the second part of the video influencer 2 uploads a video recorded from his vehicle criticizing the likes of a person who does not reveal the name and the challenge to measure their differences in a car race A third video is uploaded from the account Lexus with the final outcome.
Each video posted with a week of difference.
8% sales increase
USD 57,600 worth of free press