Lexus Saudi Arabia Partners with Socialbakers to Craft a Winning Social Strategy

  • Lexus KSA’s objective is to become the most interacted-with automotive brand in the Middle East.
  • Lexus KSA needed to execute a stellar customer care strategy
  • Socialbakers provided the solution in the form of Socialbakers Analytics, Socialbakers Builder, and a Social Media Command Centre
  • Now Lexus KSA can monitor their social media performance in a competitive context, and has the necessary information to take immediate action to improve customer retention and acquisition.
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“Socialbakers’ insights arm us with the necessary information to take immediate action to improve customer retention and acquisition.”

Mohammed Ziad Murad
Digital Marketing General Manager

Lexus KSA established their digital department in 2012 and now consists of 17 members. They teamed up with Socialbakers in 2013 to track their social media performance across the major networks - Facebook, Twitter, Instagram, and YouTube.

Social customer care has been the cornerstone of Lexus KSA’s social strategy. The automotive brand is focused on providing quality service to its fans and followers 24/7, and answering questions in 10 minutes or less. As a result of their customer focus and community engagement, they’ve been able to increase conversions and become one of the most interacted-with automotive brands in the region.

Lexus KSA has the largest amount of followers on Twitter & second-largest amount of fans on Facebook (second to Toyota ALJ) among Automotive brands in Saudi Arabia. And as the first automotive brand in the Middle East to install a social command center, they’ve been able to consistently increase their interactions on page posts.



Socialbakers Builder has been instrumental in helping Lexus KSA maintain stellar customer care and content strategies. With this social media management tool they’re able to see questions immediately and respond quickly to queries across channels, the region, and post from a single dashboard.

“Our structure is having one leader, three content generators and publishers, and 13 agents for answering customer inquiries,” says Mohammed Ziad Murad, Digital Marketing General Manager. “Socialbakers Builder has helped us divide the work by assigning roles for each associate. We assign posts if a fan or a follower asks a specific question that can be forwarded to a specialist who can best answer that question.”


With Socialbakers Analytics, Lexus KSA gets a comprehensive overview of their social media performance in a competitive context.

Labeling has been especially effective for them. “With Labels we’re able to track how our fans or followers are feeling - positive, negative or neutral - after sales campaigns,” explains Murad.

This is essential for analyzing their progress, benchmarking against the competition, exposing weaknesses for improvement, and maintaining their strengths. “It’s essential for us to compare our work against local and international competitors, which is seamless with Multi-Compare in Socialbakers Analytics,” says Murad.

Social Media Command Center

They’ve taken this data to real-time insights with Socialbakers Social Media Command Center.


Their command center provides an easy way to see the most important KPIs, compare themselves with the competition, and keep an eye on content performance. The team are also able to take advantage of trending topics and real-time conversations to interact with their fans and followers.

By connecting with their community in ways they couldn’t before, they’ve consistently increase their brand awareness. With the help of Socialbakers, Lexus KSA continues to craft a winning content strategy and leverage important insights through digital innovation making them a market leader in the region.


Lexus saves time with customizable automated reporting in both Socialbakers Analytics and Builder; they choose to report on what is most relevant for the team and top management. The customer care call center benefits immensely, since team is able to report directly to the digital marketing head and work closely with other departments.



Lexus KSA’s YouTube channel is among the top 10 fastest-growing in the Middle East, and is largest channel in terms of subscribers. They’ve successfully grown their subscribers in the thousands, and video views in the millions.



Socialbakers has helped Lexus KSA to monitor their social media performance in the context of their competition. “Socialbakers’ insights arm us with the necessary information to take immediate action to improve customer retention and acquisition,” explains Murad.

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