BRIAN HIZHOE LERCHE SOCIAL MEDIA PROFESSIONAL. Past Social Media Work

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1 BRIAN HIZHOE LERCHE SOCIAL MEDIA PROFESSIONAL Past Social Media Work 1

2 #KIAVIDCON Client objective: Drive on-site social engagement and UGC Increase positive sentiment around the Kia brand and their partnership with VidCon Campaign overview: To support Kia s overall mission of elevating emerging artists, Kia provided a platform at VidCon for attendees to engage with Kia to be part of a spotlighted experience through a series of challenges dubbed the Kia Step Into The Spotlight (SITS) Experience; Elevate. Empower. Create. Through real-time content creation and expression, attendees posted original content, putting them at the forefront of Vidcon and their social community at large. They were rewarded with upgraded VIP benefits, a spot on the VidCon big screen (Fullscreen Movie night and closing ceremony) and were featured on Kia s social channels. Strategy: Use paid media and partner with social media influencers to build equity in Kia s (SITS) program Create compelling content that encourages two-way conversations (between Kia and event attendees) to highlight Kia as an authentic contributor to the event

3 #KIAVIDCON Tactics: Geo-target event attendees with Twitter content with clear CTAs for various SITS UGC challenges and their respective rewards Collaborate with VidCon marketing partners to showcase real time UGC in high foot-traffic areas Use UGC management tools to actively monitor submitted UGC to adjust outbound content strategies Strategically use Snapchat as a DR focused communications channel to drive #KiaVidCon hashtag mentions and engagement with Kia s on-site presence Partner with VidCon influencers to drive UGC and create positive sentiment pertaining to Kia s VidCon activations Highlights: 1,000% increase in Snapchat story opens Over 1,000 on-site UGC submissions over a 72-hour timespan UGC video content was selected and edited in real time that was showcased at Fullscreen s movie night and at the VidCon closing ceremony main stage 3,400 mentions of #KiaVidcon

4 ACURA THRILLKITS Client objective: Generate social awareness and increase positive sentiment around the launch of the first-ever Acura TLX Campaign overview: To coincide with the official TLX campaign tagline It s That Kind of Thrill, where adrenaline-pumping experiences were associated with what it felt like to be behind the wheel of the TLX, Acura collaborated with six social media influencers and tasked each of them with curating their very own thrill-inducing adventure and an accompany kit of equipment to use on the journey. Social communities were able to follow each influencer journey through their respective social channels for an opportunity to enter in a sweepstakes to win each influencers Thrill Kit. Strategy: To build positive equity in a new-to-market model, Acura tapped into its largest community of brand advocates: current Acura owners Attain Reach and reinforce positive sentiment by tapping into the networks' of each social influencer

5 ACURA THRILLKITS Tactics: Increased social engagement by selecting influencers whose social channels portrayed specific lifestyles that coincided with the identified passion points of TLX's target audience First-party CRM data was utilized to create a Facebook custom audience specifically centered around current Acura owners to generate reach and positive sentiment Each influencer was tasked with following a campaign-specific publishing calendar for their respective channels. Posting cadences were developed in a manner that would ease each influencer's network into the Thrill Kits campaign in a non-intrusive manner, yet sustain awareness over the flight of the social campaign to coincide with the larger vehicle launch initiative. Highlights: Over a 90% conversion rate with Facebook custom audience targeting on the Thrill Kits sweepstakes page 80k+ total social engagements A large assortment of lifestyle-focused evergreen content for Acura's social media channels

6 MAZDA #25DAYSOFMX5 #MX5TURNS25 Client objective: Generate awareness and educate Mazda's social communities on the lineage and technological innovations that made the first Mazda Miata (MX-5) America's top-selling roadster Campaign overview: Mazda counted down the days to the release of its limited edition 25th anniversary MX-5 by highlighting each new day with a socially-exclusive piece of content that highlighted MX-5 facts, never-before-seen images, and direct access to the Mazda employees responsible for its creation. #MX5Turns25 was a social-first communications strategy with content living exclusively on Mazda's Facebook and Instagram channel. Strategy: Increase engagement on Mazda's Facebook and Instagram channels by creating compelling content rooted in existing MX-5 conversations in social media Create a two-way conversation to keep Mazda's communities engaged and the campaign top-of-mind

7 MAZDA #25DAYSOFMX5 #MX5TURNS25 Tactics: Employed social listening tools during initial content planning stages to identify content opportunities around trending MX-5 conversations Monitored conversations pertaining to #MX5Turns25 content and modified content based on community feedback to increase engagement over the flight of the campaign Produce strong CTA-focused copy that encouraged UGC to drive hashtag mentions, conversation with Mazda's social accounts, and campaign awareness Highlights: 50,000 organic social media engagements Exclusive social media content not available on other channels 10:1 positive sentiment ratio.

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