The Challenge
Lincoln launched an initiative designed to elevate and celebrate Black voices with its “Lincoln Listens First” campaign.
The brand hoped to harness the power of music to not only drive brand awareness, but to highlight the values that Lincoln shares with its customers.
Lincoln challenged MAX with identifying an artist and creating a program built on authentic partnership and genuine brand affinity.
The primary objectives were engagement and awareness while also increasing brand favorability and centering Black voices in an empathetic and intentional campaign.
The Solution
MAX facilitated a partnership with GRAMMY-winning artist Jon Batiste. In partnership with Lincoln, the jazz virtuoso hosted a livestream concert highlighting the contributions made by Black artists to American and world music by weaving songs, stories, and histories together into a powerful, educational, and engaging musical journey.
Through social posts on Jon’s channels, fans were invited to register for the show and sign up to win a VIP meet & greet with the artist. MAX provided all technical and creative resources for the livestream production and digital promotion.
Empathic, intentional, and culturally relevant, this campaign showcased an impactful partnership and allowed Lincoln to show their commitment to uphold the values held by their customers.
The Results
The partnership between Lincoln and Jon Batiste generated 21.1 million total impressions and an engagement rate of 29.92%. The YouTube pre-roll view rate soared to 69.46% and the campaign attracted 16,198 visitors to the Lincoln website.
