| Title | ADS THAT STICK |
| Brand | LEXUS |
| Product/Service | GIPHY STICKER PACK |
| Category |
D02. Use of Branded Content created for Digital or Social |
|
Entrant
|
ADWATCH ISOBAR Moscow, RUSSIA
|
|
Idea Creation
|
ADWATCH ISOBAR Moscow, RUSSIA
|
Credits
| 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 |
Why is this work relevant for Media?
There are 18 millions of young people who can be considered potential car owners in Russia. They spend more than 5 hours per day online. 61% of them use stickers and emojis as the main way to communicate and express emotions. They ignore advertising, but they are ready to engage with branded content. Car brands have a very low presence in Giphy’s transparent stickers section, where people find content for their Instagram stories. We created a branded Giphy sticker pack, but with a smart approach to execution, branding, tagging and targeted it on both Lexus and non-Lexus car owners.
Background
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.
Describe the creative idea/insights
Lexus decided to use the element of the social media many young people have strong feelings for: GIFs and add some fun into Instagram stories with GIF stickers that turn any car related story into Lexus branded ad.
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 GIF 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.