Acura urges social media users to #LookUp in new influencer campaign

Marketing Dive

PUBLISHED: Sept. 20, 2018

Dive Insight:

Working with influencers, focusing on Instagram and Pinterest and offering tutorials on picture-taking are a strong effort by Acura to attract a new generation of car buyers. Millennials are buying fewer cars than older age groups, and members of Gen Z may be even slower to embrace car ownership. Gen Z's conversations around auto brands have dropped significantly, according to a recent Engagement Labs study, as Gen Z shows a preference for ride-hailing apps and walkable activities.

Younger consumers are heavy Instagram and Pinterest users and are also more trusting of influencer campaigns over other forms of marketing. Acura is part of a growing list of brands eyeing influencers to help them grow brand awareness. Over the next 12 months, 65% of multinational brands plan to increase their influencer marketing spends, according to a recent World Federation of Advertisers survey. Acura is attempting to expand its reach by tapping into the popularity of the existing #LookUp hashtag and its 4 million followers.

Read the full MarketingDive article, here.

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