Lucid Motors wanted a way into World EV Day they could truly own. Social media holidays, after all, tend to be open season for brands brute-forcing their way into any conversations in a desperate bid for relevance. But Lucid’s whole brand is built on intentionality—if they were going to show up, they needed to show up with purpose.
What's a unique way for Lucid to connect to World EV Day?
Lucid is a proud California brand—so we went looking for points of intersection between California and the holiday that we could surface. It didn’t take long for us to realize that World EV Day happened to fall on the same day as the anniversary of California’s admission to the United States.
So we built out a spot anchored in the beauty of the car, but which also drew on Lucid’s brand, the EV category, and California’s rich heritage of innovation and environmentalism.
The piece resonated on social—but the real story was the attention it won internally. Our client loved the asset and the way we captured Lucid’s essence so much that he shared it all the way up the chain to CEO Peter Rawlinson, who immediately expanded our AOR scope to allow us to work on events, paid ads, and dedicated stunts - all of which we produced within the next six months.
We grew Lucid's organic engagement rate by 49% – but that's only the start of the story. Our posts’ engagement rate started outperforming boosted posts as soon as we started managing Lucid’s organic social.
What does this mean? MOCEAN’s posts perform like boosted posts, but without any paid budget behind them.
