The Lexus Hawaii brand team’s initiative was to garner new market share among younger prospective car buyers. To do so, the team recognized that the brand needed an overhaul in the type of content being produced across its social media platforms.

To appeal to a younger audience, I developed a content campaign called Love at First Lexus, an episodic reality dating show where two singles go on a blind date—in a Lexus vehicle. This campaign shifted brand perception from being a luxury car brand, to a brand centered around meaningful connection and mobility.