Page 27 - Going for Growth: Targeting Today's Diverse Consumers

26 GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER

pros and cons. In most cases, even when commonalities exist, there are advantages to
segment-specifi c work that taps into deep cultural insights. Business-driven opportunities
could be missed if a universal approach is given priority over a more nuanced, culturally
informed approach.

Lexus has discovered the power of cultural specifi city in targeted segment work that
includes African-American, Hispanic, Asian, and LGBTQ+ consumers. Even when
commonalities exist, the brand examines cultural insights that may not be germane to
White Non-Hispanic audiences but that may carry deep meaning for particular segments.

In one campaign, Lexus used cultural insights to effectively position the ES Model to
target Black male Millennials and Gen Xers. While all segments were attracted to Lexus
product attributes, it was how those attributes became relevant to the Black consumer
segment that made the difference. A companion brief — rooted in a shared strategic
foundation but customized for
cultural impact — identifi ed how
much value the target audience
placed on “confi dence.” The
insight was leveraged in a brief
tailored to the Black target, one
in which “embracing the power
of one’s confi dence” became the
central idea. Not only did this
message resonate, but it resulted
in signifi cant increases in brand Lexus TV Commercial
impression, ad likeability, and “OWN THE SPOTLIGHT”
purchase consideration.

Cultural insights were also key
to effectively positioning the RX
Model to LGBTQ+ Millennials and
Gen Xers. The LGBTQ+ companion
brief identifi ed how much value
the target placed on “forward-
thinking.” As a result, “staying
ahead of the curve” became
the central idea. Signifi cant
increases in brand impression, Lexus TV Commercial
ad likeability, and purchase “AHEAD OF THE CURVE”
consideration were achieved.