In 2017, Karma Automotive sought to continue to build the brand's social community by offering a content experience that is as premium and unique as the brand's car which was also released in 2017. Through a balanced attack of episodic content, live broadcasts and gorgeous visuals of the car, the brand managed to aggresively build an audience that shattered our previous year's social stats, all while increasing organic engagement. It's one thing to grow a massive audience, it's an entirely different thing to grow an audience rapidly while building a truly engaged community of fans that care and want to participate in the conversation on a regular basis.
Throughout the course of 2017, we offered up a truly unique brand experience on the Karma Automotive social channels bringing our fans along for a ride with front row seats to excluive events like The Quail and 2017 the Solar Eclipse, content series like "Road Less Traveled" that highlights entreprenurial journeys, Wednesday Instagram highlights of local photographers from our home state - California, and our favorite, a once-a-month live broadcast of the setting sun over the Pacific Ocean to celebrate a moment of perfection each month with our fans, encouraging them slow down and appreciate a beautiful moment no matter where they are or what they are doing - complements of Karma.
Our car is unique, so it is important to us that our brand channels reflect that and provide an experience for our fans. We are not concerned with having 100 million fans, we are simply focused on engaging our existing fan base, providing them with content that conveys our brand's experience and celebrating our beautiful creation, the Revero. The recipe is clearly resonating and drawing more enthusiasts to our brand every day.
In 2017, we dominated in continuing to build an extremely engaged community across our properties as we launched our first car, the Revero. We are proud of the numbers below and how we've built a loyal following despite being a brand new car company.
Audience Growth: 106K new fans (92% growth, 345% Instagram growth)
Engagements: 3.3 million engagements
Social Impressions: 34 million
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