ADS THAT STICK

ClientLEXUS
Category A05. Automotive
TitleADS THAT STICK
Product/ServiceGIPHY STICKER PACK
Entrant ADWATCH ISOBAR Moscow, RUSSIA
Idea Creation ADWATCH ISOBAR Moscow, RUSSIA
Credits
Name Company Position
Iurii Kabasin Isobar Moscow Creative Director
Andrey Kambulov Isobar Moscow Senior creative
Konstantin Mosalov Isobar Moscow Social Media Group Head
Anna Shevareva Isobar Moscow Senior Social Media Manager
Julia Pechenkina Isobar Moscow Designer
Julia Tolmacheva Isobar Moscow Art director
Varvara Parkhomenko Isobar Moscow Group Account Director
Viktoriya Kovalenko Isobar Moscow Account Group Head
Anna Koroleva Isobar Moscow Account manager
Olga Upryamtseva Lexus Marketing manager
Arina Rogozhkina Lexus Senior marketing specialist
Andrey Koval Isobar Moscow Deputy CEO

Background

Car brands have a very low presence in Giphy’s transparent stickers section, where people find content for their Instagram stories. Lexus is one of the most premium car brands in the world was looking for ways to become a noticeable part of social media conversation among the younger audience. The campaign had two main objectives: enhance Lexus brand experience in Instagram and Giphy and activate owners of other car brands with zero media budget.

Describe the strategy

We focused on male and female car owners who spend their days posting, commenting and filming a lot of car-related content. This audience is very responsive to any brand activity on Instagram and because of the low proposition in the sticker section are eager to use any GIF content which has acceptable production value.

Describe the execution

We created a Giphy sticker pack, where half of the stickers had visible Lexus branding and the other half of the stickers had tens of small logos inside. The first half was tagged with Lexus related key-words. The other half was tagged with key-words which were related to Lexus main competitors – BMW, Mercedes, Audi. So when other car brands owners searched for some gif-content for stories from their brands our slightly branded stickers were the first ones to appear in search results. The branding was so unobtrusive that even if noticed, those stickers were still used to create content for Instagram stories and were deliberately exposed to their followers.

List the results

38,6 million views in the first month, with 100% of them being earned organically. The objective exceeded by 860%. $0 media investment = $2.2 million in media earned.