With this campaign, @LexusKSA aimed to celebrate and capitalise on the lifting of the ban on women driving in the Kingdom of Saudi Arabia whilst driving association with Lexus during this monumental occasion.
@LexusKSA created a high-profile celebration of women in KSA, with a three-step strategy building up to the day in June when the driving ban was lifted.
In March, @LexusKSA associated its brand with International Women’s Day using a First View with Promoted Trend. For 24 hours, its video played as the first ad in people’s timelines across Saudi Arabia while its trend, #اليوم_العالمي_للمرأة (#InternationalWomensDay), appeared at the top of the trending topics list.
Next, @LexusKSA partnered with premium publisher Sayidaty (@sayidatynet) in a custom sponsorship, to create ten driving tip videos. These videos, aimed at Saudi women, ran weekly until the ban was lifted.
Third, @LexusKSA worked with Niche to identify and partner with creator Muna Abu Sulayman (@abusulayman), who’s a TV Presenter and active social user with women empowerment as her main vision. The resulting video was then shared with @abusulayman’s audience and further amplified on @LexusKSA channels.