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