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.

This campaign performed 10 times better than any Gif keyboard campaign, and even created Popkey’s ad model. Lexus had its most successful month in its 25 years as a company, selling 39,665 cars, which is incredible.

Our Gifs were engaged with hundreds of thousands of times in just three weeks. People who sent one of our Gifs often sent multiple, meaning the Gifs were addictive and could be texted often. This was aided by creating Gifs that could be a response to another Gif. Users could have entire conversations using only Lexus Gifs. This was a big win.