HUDSONROUGE.COM ~ 257 PARK AVENUE SOUTH, 20TH FLOOR, NEW YORK, NY 10010 ~ (212) 845-05001

Lincoln’s Digital Drives Brand with Content

NEW YORK | DETROIT | SHANGHAI | TORONTO | MEXICO CITY

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• INNOVATION IN CONTENT

The Situation.

3

4

New Audience

Messaging Gap

Content Needs

Strategy.

Elastic Campaign Development.

TIME

Funnel Management

Audience Segmentation

Sequential Messaging

Awareness

Interest

Consideration

Opinion

Purchase

Shop

Funnel Manageme

nt.

Segment 1

Segment 2

Segment 4

Segment 3

Mass Media Audience Segmentat

ion.

Sequential

Messaging.

Content.

Awareness

Interest

Consideration

Opinion

Purchase

Shop

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Results.

2X +4-6%Online

Shopper Counts

Point Increase in KBA

Conversion Across

Segments

3 of 5Weeks at #1

in Conversation Share for the

Segment

Opportunity for Optimization.

Key Takeaways.

Elastic Ideas

Plan for Unplanned

Content is King**

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