Chief Marketer
we've got a lot to talk about
January 17, 2022

Last week, we covered Heinz’s first foray into the gaming space with its Call of Duty: Warzone "Hidden Spots” campaign that highlighted the ideal places for players to take snack breaks without sacrificing gameplay. This week, we’re focusing on how Lexus is targeting gamers and young luxury consumers with a digital and streaming-focused marketing campaign for its new 2022 NX crossover vehicle centered around redefining the concept of success.

Featuring seven unique spots, each with a different target audience, the “Hustle for What Matters” initiative highlights the new Lexus Interface multimedia system and 14-inch touchscreen, revamped design touches and electrification capabilities. Its target is broader in scope and more focused on infotainment than previous marketing programs—and in that sense, it represents a shift for the brand.

“The NX is emblematic of the future of the brand in terms of some of the key strategic elements that Lexus wants to focus on as far as product and services for the future,” says Vinay Shahani, Vice President, Lexus Marketing. “We think that the NX is the perfect platform for us to go out there and confidently say who we are, what we stand for, and try to court younger buyers and younger luxury customers to consider us.” Read more about the campaign and the brand’s new focus on infotainment here.

Meanwhile, over in the CDP space, B2B marketers can learn a thing or two from the B2C world’s experience with customer data platforms before adding one to their tech stack. We look at the essential requirements for a CDP that are unique to B2B organizations—from being people-based to allowing for data flexibility to enabling multichannel orchestration. Here’s what B2B companies should prioritize when considering adopting a CDP.

Lastly, we look at the growing importance of micro-influencers to marketing programs that target Gen Z audiences, and how in-person collaboration, brand ambassador programs and expanded verticals will play a greater role within the influencer marketing space in the year ahead.

Until next week,

Kaylee Hultgren
Group Content Manager
Chief Marketer

If you would like to sponsor this e-newsletter please contact Dara Brooks at [email protected] or call (203) 899-8494.

This newsletter is brought to you by:

 
Lexus Campaign for Redesigned 2022 NX Crossover Vehicle Targets Gamers and Young Luxury Consumers

Vinay Shahani, Vice President of Lexus Marketing, chats about the new campaign, its diverse target audience and the brand’s push to make Lexus a tech-forward automotive brand.
Read More

 
Heinz Reveals 'Hidden Spots' for Snack Breaks in Call of Duty Warzone Pacific Caldera Map

We spoke with Heinz Brand Director Ashleigh Gibson about how the company approached the authenticity factor so critical to the space while also adding value to the community.
Read More

 
2021 Retail Marketing: A Year in Review

The biggest retail themes of 2021, from supply chain woes to a strong season of holiday sales.
Read More

 
Media and AdTech Trends Marketers Can Expect in 2022

What marketers can expect within the media and ad tech industries in the year ahead.
Read More

 
Roundup: How Brands Approached In-Person Experiences This Holiday Season

Holiday activations from likes of Amazon, KFC, Walmart and others.
Read More

Facebook   Twitter   LinkedIn

read more about
Top Five Luxury Marketing Trends for 2022
The Secret to Driving Revenue in 2022 and Beyond
Critical Data Enabling Brand Outcomes and Media Value
Top Women in Marketing: Winners Announced
Chief Marketer Unveils the 2022 CM200
Executive Insights: Marketing Trends for 2022