THE 100 FACES OF LINCOLN

EXECUTIVE SUMMARY

In 2022 we turned Lincoln’s centennial anniversary into an opportunity to introduce a fresher, more inclusive face for the storied automaker as they enter the electric era. In keeping with Lincoln’s legacy as a warm, human brand we decided to hand the spotlight to influential drivers who share Lincoln's values and passions for music, design, travel and wellness.

We called the idea the 100 Faces of Lincoln.

This year-long content collaboration program featured 100 diverse, social creators from across the country. We vetted over 1,000 creators, personally briefed them and gave each of them access to Lincoln vehicles and events. The content included a steady stream of stills, videos, and GIFs posted on reels, stories and in-feed across Instagram and TikTok as well as a microsite where users could learn more about the creators and their stories and a supporting paid media campaign.

The 100 Faces of Lincoln initiative resulted in establishing a fresher, more dynamic face for the brand on social media... yielding thousands of pieces of unique social content, tens of millions of impressions, clicks, views, and comments.

We also dramatically exceeded awareness goals and where selling wasn’t remotely a goal, we even sold 12 vehicles. The logistics were immense as we coordinated 100 influencers, 10 hosted events, 70+ luxurious Lincolns with white-glove handover for each vehicle loan, as well as content management for 100 creators over a 12-month timeframe.

The results speak for themselves.

OVERALL PROGRAM RESULTS

Total impressions: 52M 

Total engagements: 43.5M

Total video views: 23.3M

Total likes: 960k

Total shares: 22k

Instagram Carousel Engagement Rate: 7.6%

Instagram Stories Engagement Rate: 6.3%

Vehicle Sales: 12

Total impressions: 52M  ● Total engagements: 43.5M ● Total video views: 23.3M ● Total likes: 960k ● Total shares: 22k ● Instagram Carousel Engagement Rate: 7.6% ● Instagram Stories Engagement Rate: 6.3% ● Vehicle Sales: 12 ●

Engagement rates exceeded 1% industry standard

A FEW FRIENDLY FACES

THE 100 FACES OF LINCOLN CAMPAIGN

SHORT TERM INFLUENCERS

LONG TERM INFLUENCERS

CONTENT CAPTURE

LINCOLN CENTENNIAL CELEBRATIONS

LINCOLN REVEAL EVENTS

100 FACES MICROSITE

INSTAGRAM & TIKTOK PAID CAMPAIGN

LINCOLN SOCIAL CHANNELS

CREDITS

  • Production Agency: KRo Events

  • CMO: Lindsay Feeley

  • Influencer Marketing Manager: Hannah Benes

  • Influencer Marketing Manager: Allie IsNardi

  • Influencer Marketing Manager: Erin Pyle

  • Advertising Agency: Hudson Rouge 

  • Chief Creative Officer: Jon Pearce

  • President: Michael Stefanski

  • EVP Managing Director: Monique Frumberg 

  • Creative Director Social: Geo Hagen

  • Senior Art Director: Guillermina Cruz

  • Senior Copywriter: Jaclyn Denomme

  • Director Influencer Marketing: Tavia V. Moore

  • Assoc. Director Social Account: Casey Browning

  • Social Account Manager: Naim Mobley

  • Social Account Coordinator: Sarah Sass

  • EVP Managing Director Canada: Eileen Lyons-Leagon

  • Account Supervisor Canada: Michael Smith

  • Account Manager Canada: Circe LangreeLeCoq

  • Planning Supervisor Experiential: Katherine Parthum

  • Paid Media: Mindshare

  • Associate Director: Tatiana Blackman

  • Senior Associate: Omar Rojas

  • Manager: Laura Amato

  • Vehicle Management: MBC Marketing 

  • President: Mary Beth Childs

  • VP Operations: Brad Childs