Unscripted | QX60 INFINITI

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.