LoFi Girl
OLV, Digital, Audio, Social, Activation
Copywriter | NissanUnited/fluent360
When we found out “range anxiety” was keeping drivers from buying EVs, my team and I created a four-hour ad – the length of a cruise in Nissan’s EV – the ARIYA.
We took a risk hacking into a platform no one had tried to infiltrate before. We placed ourselves directly in front of the LoFi Girl YouTube Channel and matched their niche long-form content with our own.
Once people realized they were watching our LoFi girl, and not the lofi girl they were originally searching for, they weren’t even mad about it.
To quote the many YouTube comments, “Nissan understood the assignment.”
With the success LoFi girl achieved, my team evolved it into a vinyl through Nissan’s Electric Beats initiative in celebration of National Vinyl Record day.
We tapped two of our most notable ambassadors – Dope Candi and HB – to produce their own LoFi soundtracks in honor of Black music creators influence in the genre. Pressing 1000 limited edition records, we brought in $23000 in sales – which we donated to the National Museum of African American Music.