Lucid Motors
Associate Director, Social & Copy
Keen creative strategy is what transforms brands into cultural beacons. Over the past two years, Lucid Motors has become a driving force for innovation and performance in both the luxury automotive and electric vehicle industries.
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I lead a team that drives creative and brand strategy, helping shape the brand narrative in the early stages of Lucid's evolution. From far-reaching messaging to organic activations and paid campaigns, I work alongside internal teams to ensure Lucid touches innovation in every piece of content or copy we publish.
Social Content Management
Monthly Calendar
ReportingÂ
Reactive Social Strategy
Copywriting
Paid Campaign Hero Copy
ScriptwritingÂ
Pitch Deck Concepts + Copy
Creative Strategy
Insights + ResearchÂ
Quarterly Social CampaignsÂ
Organic + Paid Social Strategy
A New Voice for Lucid Motors
2021 was a big year for Lucid, an electric vehicle company known for making the kind of luxury vehicles A-listers and thought leaders both craved. It was the year they started delivering on reservations and shifted into production on new models - in short, the year the brand went full-throttle. However, the EV market is still new; many brands are still spinning their wheels and trying to establish their identity among consumers. With that, Lucid tapped MOCEAN/O2 to tell the world who they were and make everyone dream of driving one of their cars.
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Our first task was to define a lens for our content - something that would allow us to zero in on what sets Lucid apart from other EVs. We worked with the client to establish consistent voice & creative guidelines that cast Lucid’s value in terms of its biggest strengths - performance, luxury, and sustainability - and started building out an evergreen content series that spoke to these values in creative, upscale ways. We helped them identify key areas of opportunity within their existing social identity, such as giving Lucid’s intensely passionate LinkedIn audience more of a role in the brand’s overall social portfolio. We started working with their paid ads team to identify themes, write copy, and create assets to draw eyeballs on paid social.
It didn’t take long before Lucid started bringing us on for bigger initiatives. We built out plans to socialize their presence at huge events like Monterey Car Week, identifying the key moments which would pop online and turning them into content fine-tuned for each platform’s interests. We planned & produced bespoke creative that spoke to Lucid’s values, such as our video marking the brand’s birthday (which shares a date with both World EV Day and California’s admission to the union). We connected them with partners at brands who’d worked with our parent company, Mocean, for years and facilitated their participation in a holiday toy drive that combined the forces of Lucid, Disney, and Marvel. Most importantly, we developed content rollouts and custom creative that highlighted Lucid’s new model announcements - the most critical beats in any auto manufacturer’s narrative.
World Electric Vehicle Day
We developed a wrapper for our messaging that allowed us to zero in on the things that set Lucid apart from other EVs during a saturated cultural moment for the market.
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I led the team in concepual development, copy creative direction, scriptwriting, and social strategy.
