Doing Something That Has Never Been Done Before
Not phased a bit by that question, Paul confidently responded: "The filter that we use in order to break through to the
audience, to develop experiences in a way that has never been done before. (We ask ourselves) Is this
something that has never been done before? Is it respecting individuality?"
Paul continued: "We're offering as personalized an experience as we possibly can. The consumer is not
just seeing an ad or a print spot. There's something to engage with."
product? All have an underlying theme of the story of Lincoln. Our campaigns
have an element of turnaround or reimagination of something. We're very
cautious to not hit them over the head with buy our product. (Instead we want them) to say 'I
am going to start taking notice'I might not be ready to buy it right now'I am
going to start paying attention to that'. It's a systematic and strategic journey."
Creating An Emotional Connection to the Product
that would get talked about. One one count we had over 5200 spoofs on the
internet. We knew that being a little bit obscure would get that response."
So can we look forward to more cryptic monologues? Dan posed the question we're all asking: "How does the evolution of what is happening in the commercials tie into the brand?"
Paul explained: "More recent commercials... with the MKZ (McConaughey) was more quiet, using non verbal communication to make the spot drive emotion. (The person watching is thinking) I kind of want to be a part of that situation/magical moment. There's an emotional connection to the product."
Dan posed a question about their social media strategy: "What's happened in the digital ecosystem with these
ads? What does that look like behind the scenes?"
control for our social team. They're looking at the conversation, figuring out
responses, putting media weight against certain content where conversations are
happening'on a real time basis. We saw
the Ellen spot come in an hour before the show actually aired, we were able to
craft a response to that conversation with our clients as we knew it would go
pretty viral... We can track to see what programs people are watching and
retarget them with conversation and deeper engage down the funnel content so the conversation doesn't stop with 'I saw
the McConaughey spot'. But drives to 'now
I'm seeing an expert talk about the feature' as I engage with that''here's
another feature I might like' ..drive them down the funnel with content and
engagement. Continuing the story arc with content and engagement."
a journey while being engaged with your market, with your customers and
potential customers and putting the brand message out from an advocacy place." said Dan. There's
a lot of businesses that talk about this or think about doing this, you are
really executing on this. Would you say it's been tremendously successful, lukewarm? You've been doing this around 3
Does Storytelling and Engagement Actually Lead to Sales?
anticipated. Sales growth has been 20% year-over-year the last couple years...Once McConaughey hit,
sales growth was 25% month-over-month."
last two years. We even hear from dealers talking about the type of people who
are coming in, they're not used to these new types of people coming in. asking
for the "McConaughey car", or asking about what they saw online. And it's definitely
a big change for the organization, it's really developed a lot of momentum for
the brand. And it's built a really strong foundation for what's to come over
the next few years."
FUSE Calls is a series of interviews where the FUSE team literally picks up the phone and calls disruptive design and brand strategy leaders across the globe - some of whom spoke at our FUSE 2016 Conference in Miami this spring. Dan Madinabeita will also be dialing in to speak with the very esteemed members of our FUSE community. Our goal is to share insight, promote design-thinking and hopefully inspire anyone interested in branding and design as it relates to strategic vision.