About a year ago, we witnessed a somewhat chaotic display of major brands using Twitter as another tired medium for publishing truncated marketing messages. The general noise and disruptive rhythm of the space did not immediately strike us as a safe harbor for the Lexus brand. But after countless hours of careful deliberation, a group of brand stewards and nervous wrecks were reminded of the Lexus Covenant: “to treat each customer as we would a guest in our home.” We recognized a unique opportunity to leverage the @Lexus account as a literal interpretation of Lexus’ promise and use Twitter as a means to dialogue with our owners, prospects and enthusiasts in a way we never had before.
With that, we built a strategy where the messaging cadence is baked around 1-on-1 interactions with the brand. Sure, we promote branded content and marketing efforts, but the heart of our work is centered around each of our 200,000 followers.
And very carefully – 140 characters at a time – the @Lexus handle has become the most followed auto brand on Twitter and the first in its category to reach 200,000 followers.
It’s not by accident we’ve achieved visibility as one of the most engaged brands on Twitter. But we are most certainly grateful.