MullenLowe - IPG
When Mullen won Acura from RPA, a full re-brand to hit a new consumer market was launched. However, when searching Acura online, users were only finding older RPA collateral. A partnership was launched with Tumblr to create a SEO strategy to get the new Acura brand images into ciriculation. GIFs, photo collages, and short form videos were developed and within months search engines started turning up all the new brand marketing material.
Acura “Thrillstakes” Branded Campaign
In 2014, influencer-led branded content was still an emerging strategy. We partnered with three prominent bloggers and managed them through a branded road trip with the Acura TLX, documenting the experience in real time across social platforms. The influencers’ content and imagery were strategically selected and repurposed to support Acura’s “Thrillstakes” campaign, blending authentic storytelling with promotional goals and helping establish influencer marketing as a viable branded content channel.
