How micro-influencers helped drive sales of the Lexus IS

Lexus, the automaker, successfully tapped the power of micro-influencers to fuel sales of its IS sports sedan.

The Lexus IS campaign, launched in especially challenging circumstances, demonstrates that the right research, connected to the right creative, strategy and clear goals, can defeat even the most formidable obstacles.

The goals of this campaign were straightforward, according to Mia Phillips, senior manager/ advertising and media for the automaker, speaking at the recent ANA Influencer Marketing & Activation Conference.

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