Despite the impressive trajectory of the Lincoln brand, there is still a fundamental lack of knowledge around two of the most important models they sell: the MKX and MKC crossovers. We created hard working product showcases that are suitable for shopping research as well as traditional advertising. In fact, these were the best performing TV spots of the year for Lincoln.

A suite of supporting content including short, focused cuts of the films and Instagram-native photography allowed the campaign to flex across mediums and connect with shoppers from platform to platform. It also allowed Lincoln to massively extend the duration of the campaign from the normal 8 week run, to an effort that was supported by media dollars for an entire year.

We also created a seamless handoff for shoppers through a simple personalization approach on Lincoln.com — where the films introduced and humanized the features, the website allowed users to to dive deeper, at their own pace. This resulted in the most engaged pages on the site.