While offering 100 transportation vehicles to shepherd influencers between venues was an organic entry point for Lexus, there was still a desire to use the fleet as a means of increasing awareness. Lexus sought to collaborate with a notable yet unconventional fashion designer and Creative Director of Moschino, Jeremy Scott. Self-acclaimed as “The People’s Designer,” Scott uses postmodern contextualization of pop images and visual expressions to appeal to young enthusiasts.

Lexus’s desire for a collaboration with Scott was a bold and courageous move. The designer’s aesthetic was in stark contrast to Lexus’ conventional persona. However, they shared common values in their desire to make a splash at NYFW.

Lexus proposed showcasing highlights of his collection to the general public by wrapping his standout prints of the season on Lexus’ best-selling vehicle, the all-new 2016 RX.

To support the launch of the redesigned 2016 RX and celebrate sponsorship of NYFW, Lexus wrapped 10 of the RX vehicles that were being used in the transportation fleet with Scott’s bold prints. The partnership was announced in Women’s Wear Daily as the exclusive preview to the Jeremy Scott Fall/Winter 2017 collection. Despite making quite a splash throughout the week and gaining PR for both brands, the vehicles were intentionally kept isolated from one another, culminating in a grand reveal the day of Scott’s show. Attendees of the show walked out of the venue to see all 10 cars wrapped in the same prints they had just witnessed walking the runway.

Scott’s 10-minute show was extended over the course of a week, sustaining press and attention any designer would value in the midst of the packed NYFW show schedule.

Lexus amassed 49.3M+ impressions from user-generated content on social media and increased its share of voice in the overall NYFW conversation by 80% versus the February 2015 season.

Its collaboration with Jeremy Scott accounted for 31% of the Lexus fashion conversation and drove not only social engagement with influencers attending but also consumers in New York City who witnessed the vehicles in their daily lives.

Paid social posts supporting the Jeremy Scott collaboration saw significant increases from platform norms and Lexus averages. Twitter paid content experienced 6x greater engagement rates than Twitter’s automotive benchmark and 3x greater than Lexus’ average. Instagram saw an uptake in engagement (1.7x greater than Lexus’ average) as well as outperforming past campaigns by nearly 70%.

Through PR support, Lexus amassed 109M+ impressions in publications such as Women’s Wear Daily, Vogue, Luxury Daily and The Wall Street Journal.