THE 100 FACES OF LINCOLN
WEBBY SUBMISSION

Entry Categories:

• Social: Best Content Series

• Social: Best Social Campaign

• Advertising, Media & PR: Branded Content - Auto & Auto Services

EXECUTIVE SUMMARY

In 2022 we turned Lincoln’s centennial anniversary into an opportunity to introduce a fresher, more inclusive face for the storied automaker as they enter the electric era. In keeping with Lincoln’s legacy as a warm, human brand we decided to hand the spotlight to influential drivers who share Lincoln's values and passions for music, design, travel and wellness.

We called the idea the 100 Faces of Lincoln.

This year-long content collaboration program featured 100 diverse, social creators from across the country. We vetted over 1,000 creators, personally briefed them and gave each of them access to Lincoln vehicles and events. The content included a steady stream of stills, videos, and GIFs posted on reels, stories and in-feed across Instagram and TikTok as well as a microsite where users could learn more about the creators and their stories and a supporting paid media campaign.

The 100 Faces of Lincoln initiative resulted in establishing a fresher, more dynamic face for the brand on social media... yielding thousands of pieces of unique social content, tens of millions of impressions, clicks, views, and comments.

We also dramatically exceeded awareness goals and where selling wasn’t remotely a goal, we even sold 12 vehicles. The logistics were immense as we coordinated 100 influencers, 10 hosted events, 70+ luxurious Lincolns with white-glove handover for each vehicle loan, as well as content management for 100 creators over a 12-month timeframe.

The results speak for themselves.