Social@Ogilvy
Campaign: Eras of Lincoln
The Eras of Lincoln Tumblr Campaign was a project I strategically supported in collaboration with the Social@Ogilvy creative team. The campaign utilized digital storytelling and online influencers to reach a new, younger target and establish Lincoln Motor Company's presence on Tumblr.
The campaign was one of the first to utilize cinemagraphs, otherwise known as fancy GIFs. To drive visibility around the campaign and to generate momentum for Lincoln Motor Company's Tumblr, we worked with social influencers Jamie Beck, Kevin Burg and Kelly Framel to develop cinemagraphs that captured the essence of the Lincoln brand during iconic points in the brand's history. Content was distributed through Facebook and Instagram, driving to Lincoln's newly established Tumblr. The results of the integrated approach were a staggering 7.5 million people reached on Tumblr over the course of three days, and 8.5 million reached on Facebook, YouTube and Instagram.