Partnering with Lexus to architect the most personalized paid social ad campaign in history (at the time of launch).

Background:

This one goes back a few years, but it’s still an important chapter to me. It was a moment that we brought together a huge group of XFN leaders to push our platform’s capabilities and tie it directly into a human-first creative idea to drive break-through business metrics. To promote the Lexus NX model, Team One and Facebook created a single campaign with thousands of unique video ads to run on our platform. By pairing Facebook's unparalleled ability to use data to target by individual interest and affinity, we were able to segment the Lexus NX target by demographic details, interests, geographical location, and vehicle affinity (Lexus loyalists, NX hand raisers, automotive enthusiasts, competitive owners). We built hyper-targeted ads for individual users by matching video clips to user details as if they were ingredients. It was seemingly a simple idea - but required an incredibly complex execution. This campaign was a true “first” for the Industry and paved the way for countless campaigns afterwards.

Results:

Reach was a huge priority and this Lexus NX campaign has reached over 11.2MM unique Facebook users and delivered over 10.8MM video views. With an engagement rate of 26.67 %, it beat the auto industry benchmark of 1.50% by 16x. At the time, the NX campaign was Lexus' most efficient Facebook campaign to date; achieving a cost per view of $0.04–a 300% increase in efficiency. The NX consistently exceeded monthly sales goals, reaching 112% of its objective. And in the first three months, the NX achieved its year-end goal of raising awareness from 0% to 40%. A huge win for Lexus, Team One and Facebook.