As part of the social launch of our first-ever Genesis GV70 performance SUV, we asked a group of buzzworthy digital artists to interpret our “Want Wins” campaign in dazzling, thumb-stopping, never-before-seen ways.
Together, their pieces make up the GV70 “Want Wins” Artist Series.
Inspired by the GV70’s heart-pounding performance and indulgent styling, each piece is made to spark desire. Fans are invited to explore the gallery and imagine all the pleasures of driving a GV70.
Our main goal was to create a library of unique, motion-based Instagram content that ladders up to the GV70 “Want Wins” brand campaign, while always making sure the GV70 is the hero. To do it, we partnered with digital artists to artistically express the design high notes and performance capabilities of the Genesis GV70 through striking and unexpected visuals. Visuals that broke the monotony of the Instagram feed.
We partnered with in-demand, Instagram-based artists to create unique reimaginings of the GV70. Each piece was crafted to maximize feelings of want for our new SUV, and select motion pieces were accompanied by custom composed scoring to set the tone. The artists shared their work for maximum reach, we posted their art to our owned-and-operated Instagram page, and we featured behind the scenes process footage showing how the pieces were made. We created an Instagram Guide that functions as a gallery tour with highlights from each artist’s series on display to be viewed and enjoyed any time.
Our GV70 Artist Series saw the most engaged comments of any campaign on our owned-and-operated Instagram. Comments were overwhelmingly positive (with users tagging friends) and the artwork helped our new SUV stand out in the feed. Here’s a snapshot of how the campaign performed:
ER: 3.9% (Q2 Avg. 2.3%)
Clicks to GV70 VLP: 370K