Acura IG Stickers - Case study

Blue Studios collaborated with MullenLowe and Acura to build an Instagram sticker campaign that let fans launch the 2019 ILX themselves. With custom GIFs, social prompts, and a campaign rooted in creativity over commercialism, Acura’s ILX hit over 71 million impressions and 2.5 million user-generated story shares—redefining what it means to go for a social test drive.

The Strategy: Let the Internet Do the Talking

“How do you launch a car to a millennial audience?”

You don’t. They do.

With that insight, we built a custom Instagram Sticker Builder around the ILX. From polished CGI renders of the car to animated social stickers and story templates, we gave fans everything they needed to create their own automotive expressions, memes, and digital moments—all within the social ecosystem they already live in.

Campaign Highlights

• 121 custom animated stickers published to Giphy, built around Acura branding, car culture, speed, emojis, humor, and inside jokes.

• Fans used the stickers to build, customize, and animate their own ILX content, tagging @Acura and generating authentic reach.

• Stickers were featured by major digital creators like @dieselraptor and @sean.charmatz, who brought their own visual language to the ILX launch.

Performance Results

• Over 71 million sticker impressions

• 2.5 million+ stories published using the sticker pack

• Massive spike in user engagement and brand mentions across IG Stories

• Acura ILX was organically launched across diverse digital communities—turning followers into launch partners