When we first relaunched the Lincoln brand in 2012, we had to lead with lifestyle marketing as the new cars were not yet on dealer lots. In order to thank new customers for pre-ordering the 2013 Lincoln MKZ, the relaunch vehicle, we worked to align with makers to produce gifts that would express the brand's gratitude while also speaking to the brand values: respect for individuality, and attention to artistry. We built partnerships with a group of makers with whom we would collaborate on these small-batch gifts, and then we made content about them.
This program served three purposes: as rewards for new customers, as a proof point for brand values, and as a content mechanism to engage in social conversations we couldn't otherwise participate in.
The content shined a light on each maker's authenticity, and the unique skillset and value that each provided for clients.
We used social publishing to direct traffic to the film, photography, and longform written content, while simultaneously using the content to engage new social audiences who were interested in makers with relevant and timely content.