How Nexxen Discovery's marketing insights and the Nexxen DSP helped power Lexus' lower-funnel results
Date: April - June 2023 Location: US
NEXXEN Solutions Used: Discovery and Nexxen DSP
Target Audiences: African American/Black, LQBTQ+, and Latino/Hispanic demos
(For this case study we sat down with longtime partner Albert Thompson, MD at Walton Isaacson to provide you with an in-depth look at how we helped Lexus achieve successes converting multi-cultural and LGBTQ+ audiences)
THE CHALLENGE:
Electric vehicles (EVs) are gaining popularity in the US and many auto manufacturers are quickly moving away from hybrid models and making big bets on EV technology. Lexus too is bullish growing their EV footprint, but unlike their competitors still invest heavily in hybrids as they think of them as gateway vehicles to EVs. For this campaign, Lexus wanted to market their EVs to LQBTQ+ and multicultural audiences, but data from Walton Isaacson indicated that although the three target demos have an affinity for hybrid vehicles, there was still limited awareness of EVs.THE CHALLENGE:
Electric vehicles (EVs) are gaining popularity in the US and many auto manufacturers are quickly moving away from hybrid models and making big bets on EV technology. Lexus too is bullish growing their EV footprint, but unlike their competitors still invest heavily in hybrids as they think of them as gateway vehicles to EVs. For this campaign, Lexus wanted to market their EVs to LQBTQ+ and multicultural audiences, but data from Walton Isaacson indicated that although the three target demos have an affinity for hybrid vehicles, there was still limited awareness of EVs.THE OBJECTIVE:
Use contextual targeting to reach consumers within the demos who were most likely lead to lower-funnel conversions that show intent to purchase: price quotes, locate a dealer, value trade-in, etc.THE OBJECTIVE:
Use contextual targeting to reach consumers within the demos who were most likely to lead to lower-funnel conversions that show intent to purchase: price quotes, locate a dealer, value trade-in, etc.The solution
As a full-stack solution, each of Nexxen’s products and solutions work in concert to help drive ROI. Walton Isaacson tapped into Nexxen Discovery’s deep audience insights and used them to directly inform the DSP for a more effective execution.
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