Select work from my time leading Lincoln’s social media efforts →
We rocketed through the algorithm by turning a piece of trending audio into a brand manifesto.
Fast-turnaround times and copyright issues make ‘trending audio’ a tricky space for brands to play. But when the audio from one of Matthew McConaughey’s social posts started trending, we saw an opportunity for Lincoln to use their brand ambassador to ride the trend he started.
We pulled from a decade of Lincoln commercials and married our new edit with the trending audio in the Instagram App. The result? Lincoln got an algorithmic boost reaching x10 that of a regular organic post. All without a single dollar of paid media.
We planted ambient videos on YouTube showcasing the comfort of Lincoln SUVs.
Relaxing ambient videos of rain sounds have gained widespread popularity on YouTube garnering millions of hits over time. So we decided to showcase the comfort of being in a Lincoln by creating our own take on this trend. And we strategically optimized the metadata in YouTube Search so that people seeking soothing auditory experiences would discover it.
We pioneered a new vertical approach to product storytelling.
In 2019, we shook up the automotive design documentary world with our groundbreaking series, "Lincoln By Design." We bid farewell to the sluggish slow-motion scenes of clay modeling and sketching, embracing a dynamic mixed media style.
This year we partnered with director Ceci Fletcher to continue to evolve the series, ensuring it resonates with our audience where they spend their time - on their phones. We pushed the visuals into a new more vibrant color scheme, designed for the vertical frame and integrated beautiful typography as closed captions.
We pioneered a new way to feed the feed with motion.
With the growing dominance of vertical video, Lincoln needed to find a cost effective way of creating more motion content without compromising the brand's production standards. Instead of going to our regular production partners, we partnered with KRo to help us find a socially native ‘Content Creator’.
Our quest led us to Morgan Oliver-Allen. His keen eye for vertical composition and seamlessly social editing style struck the perfect balance, infusing a social media-friendly essence while upholding Lincoln’s cinematic visual standard.
We launched Lincoln’s Threads account within 24-hours of the platform going live.
On the week that Threads launched every brand scrambled to find a voice on the platform. So how does Lincoln, a 101-year old car company, play on the world’s newest social network?
The answer was to keep it simple, stupid. That meant sticking to text-based Threads and leaning into the strength of the platform: an active community and a playful spirit surrounding the unexpected launch. You can see some of the best ‘call and response’ threads below.
🚘🐂 We worked with Matthew McConaughey (Lincoln’s brand ambassador) to recreate a famous brand moment – only this time in Threads form.
💖 We managed to ride the hype of the Barbie movie opening weekend without any legal pitfalls by having the community generate content for us.
🔊 We told Lincoln product stories (like the 28 speakers in a Navigator) through emojis.