We launched the all-new Genesis G90 on social in a way few automotive brands would dare: by archiving our entire Instagram feed. With the slate clean and anticipation high headed into New York Fashion Week, we revealed dozens of pieces of curated and exclusive content from Vogue, cutting-edge fashion personalities and of course, from inside the stunning G90 reveal event.
Genesis remains challenged with low awareness. Most people don’t know who Genesis is and what makes the brand different from its competitors. For this launch, Genesis now had the opportunity to break away from conventional category messaging and show people what the brand truly stands for.
The G90 is our halo model and the ultimate expression of Genesis. This campaign was intended to help transform perceptions of the brand and establish luxury credentials
Objectives:
Establish Genesis as a new luxury brand for the modern generation
Position the G90 as the ultimate expression of Genesis and create desire
The luxury automotive industry is highly competitive. BMW, Mercedes, and Audi lead the category. Most brands deploy creative executions that highlight performance and craftsmanship and are highly product-focused.
It’s challenging for newer brands to enter the luxury space and capture consumer attention.
The strategy was to create a lifestyle driven content hub that connects with our luxury disruptors audience who value unique visual experiences. We developed a large quantity of organic content in addition to brand partnership content that can be used on our own channels.
In addition to brand awareness and engagement, a primary objective is to get our new “audience” to follow us once we bring them to our page. Talent and type of content is key.
We were hyper selective with our partner designers and made sure that they ladder up to NEVER BEFORE. They illustrate that they are showing a new perspective on design, be well-respected within the fashion industry and have a brand that aligns with the Genesis lifestyle.
Criteria:
Strong social following
Willing to be in front of camera
Influential within luxury and design space
Aligns with at least one of our brand DNA
Represents a new vision of luxury
Authenticity in their values and reliability with their audience/community
The G90 Instagram Takeover garnered 245M organic impressions. We received more than two times the organic comments and daily organic reach.
