DEARBORN - As the digital space has grown exponentially over the years, companies have struggled to find creative and meaningful ways to connect their brands to consumers in the medium. Fortunately Lincoln, partnering with its creative agency Hudson Rouge, has developed a modern platform to maximize this forum.
“To be relevant and give Lincoln the best opportunity in building relationships with new customers, we need to engage consumers with the right content at the right time,” said Jim Peters, Digital Marketing manager, Lincoln.
One platform Lincoln uses is its social content and conversation hub, Lincoln Now. The site, which flows like a cascading Tumblr page, consists of stories spotlighting unique brands, restaurants and lifestyle events that connect with the progressive market Lincoln is trying to capture.
“The content on Lincoln Now is all very specific to our brand passion points [Art, Design and Thought Leadership] and serves as platforms for initiatives such as the Super Bowl, Hello, Again and new Lincoln product reveals such as the new MKC that can amplify into our social spaces”.
“It’s about celebrating artistry and giving consumers the opportunity to drill down into content and see how it relates to Lincoln,” said Paul Miser, director, Digital Account, Hudson Rouge. “We want to be able to participate in conversations that consumers are having by being visual and relatable in real time.”
Hudson Rouge, which also curates content and monitors social media activity for Lincoln, made it a goal to be proactive in conversations by starting them in the social space. By using articles like Going Native: A Wall Comes Alive in Los Angeles, about a Los Angeles based nursery that also was recruited to do work on the Lincoln stand for the LA Auto Show, Lincoln engaged users in lifestyle conversations that connect their interests with the brand.
“We want this approach to not only drive incremental interest and awareness of our brand and products but ultimately prove it out as a way to improve loyalty and increase profits for Lincoln,” said Peters.
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