Mirriad Advertising PLC (AIM:MIRI, OTCQX:MMDDF) has revealed the extent to which its in-content music video campaigns have improved awareness of Toyota’s Lexus brand.
Recently, Mirriad worked with Sony Music Latin to insert Lexus signage into new music video content, driving a 14% increase in brand awareness, as compared to an audience unexposed to the same ads, and an 8% increase in brand purchase consideration, according to Kantar, the market research bureau.
Mirriad and Lexus have also collaborated on a range of special music content to increase awareness of the brand amongst key audiences.
"At Lexus, we're committed to reaching consumers through content that is meaningful and authentic to ensure that we're meeting our audiences where they are, in a non-disruptive way," said Mia Phillips, senior manager of advertising and media at Lexus.
"With Mirriad's AI [artificial intelligence] technology, we're able to create those experiences while simultaneously expanding our brand reach. We've seen proven results across all of the in-content campaigns we've executed with Mirriad over the last six months and are confident in the continued success," she added.
Maria Teresa Hernandez, vice president of sales and brand partnerships at Mirriad, said the company had found a partner in Lexus that “understands how to reach their audiences in a relevant way while also amplifying minority voices".
Shares in Mirriad were up 1.2% in early deals.