LeMay America’s Car Museum

The “Faces of LeMay” Social Media Campaign

The LeMay America’s Car Museum had a problem. Their regular visitors were pretty much the typical male Baby Boomer car buffs. They wanted more kids and women. How to do that?

They were doing well with their social media but engagement was lower than they’d hoped. I had done a photoshoot for a local city magazine announcing the opening of the museum and had become friends with the collection manager. She, in turn, put me in touch with the marketing team.

I came up with the “Faces of LeMay” concept. I had noticed many of the cars in their extensive collection had unique personalities—and front ends that looked remarkably like faces. Pixar’s car franchise had already laid the groundwork, we just made it specific to LeMay. I photographed a sampling of the most “extroverted” cars. The images were then posted to their social media channels with the hashtag #facesofacm

The results, on their face, were good. In addition to a 10% increase in their web site users, and a 15% increase across channels, the series was featured on CNN.com, Jalopnik and Popular Mechanics. The increased awareness—nationally and internationally—paid dividends.

See the entire series here.

<< key responsibilities >>

creative direction • executive production • art direction • principle photography • promotion/social media management