We recently partnered with Sony Music Latin to insert Lexus signage into the music video for a prominent Latin artist’s latest single. The video features creative from the Shine Your Way Everyday campaign, Lexus’ in-market campaign targeted toward LGBTQIA+ audiences.
Since the video's premiere, the campaign has resulted in a 14 percent increase in brand awareness, as compared to an audience unexposed to the same ads, and an eight percent increase in brand purchase consideration, according to Kantar.
The partnership has proven to have the intended reach, with the results for both brand and ad awareness strongest for those who felt sexual orientations were featured positively in the video.
We are proud to work with Lexus as their team continues to allocate larger portions of their advertising budgets to empower young, diverse creators. In Lexus, we’ve found a partner who understands how to reach their audiences in a relevant way while also highlighting minority voices.