In the summer of 2014, we were tasked with generating "pre-launch" buzz and anticipation for the upcoming 2015 Lincoln MKC. We took off on a road trip through several great American music cities that are currently experiencing a renaissance, including Nashville, Memphis, New Orleans, and Austin. With a fleet of influential Instagram photographers, we shot over 500 images across 2000 miles in 9 days.
In the process, we organically activated an enormous social community and not only introduced audiences to the product, but authentically integrated the product into stories of interest for the target audience: discoveries of foodies, makers and artisans we met along the way. This allowed us to participate in conversations about culture without making a heavy sales message. And simply by creating content that our target audiences were interested in, in a way that respects their values and the brand values, we more than tripled pre-launch engagement goals.
We quickly used these assets in paid media through one of the first brand promotions on Instagram and Pinterest, achieving groundbreaking engagement rates and unprecedented audience growth in the brand channels. We continue to use the content across all channels, to support the Lincoln MKC.