Case Study: Lexus achieves 14% lift in advertising campaign favorability with Infegy Atlas

Leveraging Social Insights to Increase Advertising Campaign Favorability

Lexus, the luxury automaker behind the long-running "December to Remember" holiday campaign, faced a growing volume of negative consumer conversations—criticism that the "car-as-gift" messaging was ostentatious, out of touch with post-recession sensibilities, and even a potential source of household friction—at a moment when the brand was trying to regain market leadership lost to BMW.

Using Infegy Atlas, Lexus validated the hypothesis, drilled into root causes and negative topics, and pivoted 2012 creative away from gifting toward the ownership experience and better financing. Monitoring showed negative sentiment drop from 36% to 22% (a 14% net positivity increase), a reduced concentration of negative topics, and a 23.4% sales increase year-over-year.

Lexus