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

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