Overview:
The history of the Porsche automobile brand began with a dream. In 1948, when Dr. Ferry Porsche couldn't find the sportscar of his dreams, he decided to build one himself (Type 356). For nearly eight decades, Porsche vehicles have been praised for their dream-worthy design, along with unparalleled speed and uncompromising performance. As a brand, it was critical to establish a channel presence that was uniquely-ownable to Porsche, which could cultivate an engaged community by creating inspiring stories and user experiences… 280 characters at a time.
Objective:
Porsche looked to establish a distinct presence on Twitter. The brand’s objective was to drive awareness and cultivate a community of dreamers to drive consumer engagement.
Primary goals:
1) Generate attention buzz for Porsche in 2021 to garner 200M Twitter organic impressions among target audiences.
2) Increase the dreamer community by growing the brand’s audience by 72,000 new followers in 2021 (or 6,000 new fans per month).
Strategy:
Porsche sought to introduce younger and more diverse audiences to the brand, while not alienating existing followers. As part of a successful social strategy, the brand needed a strong brand voice to help become more efficient and effective on Twitter. This provided greater consistency and guardrails for content development. C-K established a strategic framework that became our north star. With the brand’s DNA rooted in dreams, we strived to create a world where dreaming was not only acceptable but laudable. We wanted content to become the ignition for Porsche enthusiasm, ultimately building lifelong relationships with the brand. To maintain consistency across the Porsche social footprint, we implemented some platform-agnostic considerations, while executing our channel-specific strategy on Twitter.
Implementation:
To deliver content for a luxury auto brand, C-K adopted a “story-first” approach, establishing a clear point of view that closely considers the needs of our audience and the best use of the channel to ensure relevant and impactful communications. Twitter has become a powerful platform for telling the story of our dream as well as encouraging and empowering our audience to find theirs. Social content was built around six content clusters, each laddering up to the passion points of our target audiences and informed by MRI data. C-K found that Porsche could benefit greatly by humanizing our brand voice through active community management to engage with our fan base all year long. Showing the human side of our brand gave our fans a sense of belonging, making Porsche both relatable and likable, and satisfying our followers’ need for connection. This ensured we were authentic to Porsche and authentic to Twitter. We call this “fueling the Porsche fascination.” This included several highly successful original content series, including:
1) Hosting a UGC contest with Xbox asking for submissions from Forza Horizon players, to send their Porsche beauty shots for a chance to be featured on our Twitter profile.
2) #PorschePaintCodes series focused on the uniqueness and vibrancy of the brand’s color options. This coincided with “Tournament of Colors,” a 71-tweet bracket-style tournament series in March, where fans cast more than 160K votes for their favorite Porsche colors, deployed natively through Twitter Polls.
3) In September, C-K went to Indianapolis Motor Speedway to tweet during Sportscar Together Fest (an annual 3-day Porsche fan festival held annually). Content sought to bring the on-site experience to our global audience.
However, Porsche couldn’t be the only voice speaking. We sought diverse voices that would resonate with target audiences through passion and cultural relevancy. In April, we teamed up with Bill Nye to break down our all-electric Porsche Taycan. Over the summer, we partnered with Cedric the Entertainer and 15 TopGolf locations across the country, to promote a three-week tournament we called Panamera Invitational. Finally, our #InspiredByPorsche series showcased dozens of artists throughout the year to establish authenticity by adding trust and humanity to our communications. In December, we virtually brought followers on-site at Porsche Art Park in Miami to feature the creative work of 5 local artists.
The brand’s objective was to establish a unique presence on Twitter by driving awareness and cultivating a community of dreamers to drive consumer engagement.
In order to achieve this, C-K developed 2 primary goals:
Goal 1: Generate attention buzz for Porsche in 2021 to garner 200M Twitter organic impressions among target audiences.
Results: Porsche received 207.7M impressions in 2021.
Goal 2: Increase the dreamer community by growing the brand’s audience by 72,000 new followers in 2021 (or 6,000 new fans per month).
Results: In 2021, the brand’s audience grew by more than 108.7K followers, averaging more than 9,000 new followers each month. Additionally, Porsche eclipsed the 2 million followers mark in Q4 (2021).
