What Stratifyd Can Teach Auto Manufacturers About Rebranding
Matthew McConaughey may be the greatest spokesman in automotive history having resurrected Lincoln from the crypts of long forgotten brands. Lincoln hit a 32-year sales low in 2013 due to a lack of consumer attention. Lincoln sought to disrupt the luxury automotive ad-space, rather than attempt to out-German the Germans, because building a unique brand is more lasting than a display of flashy, generic commercials for short-term buzz.
The campaign starring Matthew McConaughey goes against nearly every automotive advertising convention. The brand isn’t aggressively pushed and the cars themselves are barely featured. The commercials are meant to be quiet, strange, and existential. They are unscripted with loose storylines, allowing McConaughey to improvise, which cultivates authenticity. The marketing campaign went viral instantaneously; something that marketers dream of, but hardly ever achieve.
Stratifyd analyzed nearly 50,000 comments from Lincoln’s Facebook page and over 87,000 tweets about the Lincoln-McConaughey advertisements.
Sentiment, which is measured on a scale of -5.00 to +5.00, is favorable on both channels with scores of +2.00 and +0.63 for Facebook and Twitter respectively.
N-Gram Impact Ranking
The top N-gram for both channels is McConaughey’s iconic phrase, “Alright Alright”. Facebook comments generally praise the features of various Lincoln cars in addition to commentary on McConaughey.
The top two topics for Twitter are the spoofs of the commercials starring Jim Carrey on Saturday Night Live and Ellen DeGeneres, which VanDyke calls “icing on the cake”.
A temporal analysis shows the number of social media mentions spike during the weeks following a commercial airing or new viral spoof. In Q4 of 2014 alone, Lincoln’s website traffic tripled while brand awareness metrics and market share doubled. Sales are up over 25% since the campaign launched in September 2014, and Lincoln is on track to match or exceed its 2016 sales numbers in FY2017. Lincoln also entered the Chinese market in 2016, where sales have exploded by over 259%.
Although men make up roughly 60% of Facebook comments, a gender analysis filtered for the three months immediately after the initial ad releases revealed over 50% of Facebook comments attributable to women. McConaughey’s popularity among women clearly helps Lincoln; registrations to women of the MKX increased 48% in the single month of December 2014, and sales of the MKC to women accounted for 59% of all Lincoln SUV sales in 2015.
Lincoln sales continue to grow, but the fanaticism over the “Lincolnnaissance” is waning; therefore, Lincoln will need to find new ways to drive sales in addition to their partnership with McConaughey. Our platform helps auto manufacturers track consumer sentiment and trends, giving marketers real results, predictive power, and targeted marketing insights. Stratifyd will let brands know where they’ve been, how they got here, and see where they are going.