Campaign: Marvel Studios: Black Panther Wakanda Forever

Role: Social media strategy, PR strategy & stunt execution, media relations, production management, vendor and budget negotiations, influencer strategy

Highlights

The "An Electric Future" marketing campaign, featuring the ad creation led by Walton Isaacson, marks Lexus’ third collaboration with a Marvel Studios property. With specific themes in "Black Panther: Wakanda Forever" centering around science, technology, and innovation, I leveraged Marvel’s diverse audience to appeal to a more affluent multicultural millennial consumer - a target audience for the brand. 

I led my social and digital team to identify high-profile influencers in the area of Marvel, "Black Panther," automotive, and other subjects relevant to the movie. I crafted clear briefs that allowed for creator control and creativity and tasked them with sharing short-form content and social media posts about the ad and content leading up to the movie premiere. Additionally, as a lead-up to the premiere in LA, I created branded press packages–delivered locally in-person in a wrapped all-electric Lexus RZ 450e. vehicle–to influencers and journalists.

As Lexus prides itself on being a pioneer in automotive electrification in the luxury car market, the brand not only debuted the 2023 all-electric Lexus RZ 450e but also crafted a one-of-a-kind moment for Lexus and earned media from creators and locals.