Going big with influencers.

To celebrate their centennial anniversary in social, Lincoln was looking for a campaign that accessed the brand’s legacy, while also generating excitement about their vision for a younger, more inclusive, and fully-electrified future.

Enter: The 100 Faces of Lincoln, a year-long, content collaboration spotlighting creators who share Lincoln’s greatest passions: music, travel, wellness, and human-centered design.

Working with our influencer partner KRo Events, we sought out 100 influential individuals from a wide array of backgrounds, ethnicities, locations, lifestyles, identities, and age groups, and gave each creator all the tools and guidance needed to help them create unique vehicle content in their own authentic voices for their audiences.

At the same time, we also leveraged their content to strengthen our connections with Lincoln’s current followers, crafting an on-going narrative series that provided an intimate look at the faces and stories behind our campaign, both in social and on a campaign-dedicated microsite.

By collaborating with this diverse and talented group, we were able to introduce the Lincoln brand to thousands of potential new buyers, and helped to establish a younger, more dynamic face for the brand. But more importantly, we turned a celebration of the past 100 years into a conversation about the future.

Without paid support, the influencer content yielded 51.9 million impressions/views, and generated 42.2 million engagements across Meta platforms and TikTok. A research study conducted by ComScore found that 84% of audience ages 35-54, reported increased brand favorability, stating that they are “more interested in Lincoln now” after being exposed to the campaign.