Three stages to our digital publishing idea: NX-Perspectives

1. Constructing a responsive digital gallery to house projects, encouraging exploration behind artist’s inspiration and drive shares – integrated with existing Lexus owned platforms.

2. Leveraged networks of influencers, gaining endorsement from the media influencers of the art world to credibly seed our content through native editorial and social integrations across bloggers, publishers and the talent themselves.

3. Delivering reach using programmatic advertising to scale content targeted to the ‘Young Urban Aspirers’ across desktop and mobile, aligning each artwork and asset type with relevant fashion, music and design environments, thereby increasing receptivity.

Through high quality content, we convinced our younger European audience to spend 4.5 years’ worth of time with Lexus, a brand they previously dismissed.

• 224m impressions and 9.6m video views positioning the NX at the heart of progressive design.

• 16% increase in positive brand perception, with perception of NX as fashion-forward doubling.

• +230,000 social reactions, with Lexus Art/Design social association rising 5%.

• Real ROI delivered: for every €1 invested, Lexus saw €1.83 in media value returned.

• Across Europe, before fully available, 4.5 months of NX orders were already made, and by end of year Lexus smashed projected sales by 41%.