Vega Awards Gold Winner Winner

2023

Unscripted | QX60 INFINITI

Entrant Company

Extrategic Culture, Inc.

Category

Social Media (Campaign) - Influencer Marketing

Client's Name

INFINITI | Nissan

Country / Region

United States

Challenge

Drive awareness and engagement of the QX60 among Multicultural First-Time Luxury Buyers by pushing audiences to INFINITI-owned and operated channels, while elevating the brand through their ”Luxury Should Be Lived In” strategic platform.

Target: US Hispanic Luxury Auto Intenders

Flight

4/20/22 to 6/10/22

Approach/Solution

We brought together Hispanic Diverse Influencers with different passion points who personified luxury lived in and embarked on a journey to share their UNSCRIPTED first impression of the ALL-new INFINITI QX60 while demonstrating how the vehicle's unique features seamlessly tie into their lifestyle, and their culture giving the audience a peek into a day-in-the-life.

Key Elements

3 diverse Hispanic Influencers, Full content production - 33 creative content assets, social paid amplification (10.4MM impressions served) across Instagram

Key Results

The power of the UNSCRIPTED creative approach tied to key Hispanic passion points (food, fashion & art), led the way to build brand awareness (15 points increased) and drive engagement exceeding the KPI by 1278.8% and pushing the audience to the brand O&O channels. Also, the campaign gained 97% Positive Sentiment which was 1.5x higher than the benchmark.

Credits

Extrategic Culture
Diana Pieretti
Extrategic Culture
Jeffrey Duque
Fluent360
Laura Fonseca
INFINITI
Chris Brashear
INFINITI
Brooke Sweeney
INFINITI
Clay Wood
INFINITI
Lindsay Ricotta
INFINITI
Rachel Even
INFINITI
Rachel Booten
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