Brand Awareness & Events Project Case Study

Objective
A luxury car brand aimed to drive brand awareness and engagement on social channels by participating in the prestigious Le Mans race. The challenge was to effectively target the right audience, given the lengthy purchase funnel associated with luxury car sales.

Strategy
Audience Segmentation and Targeting: We began by identifying and segmenting audiences interested in cars, racing, and luxury lifestyles. Multiple segments were created and validated to ensure that our marketing efforts were directed toward the most promising potential customers.

Live Streaming from Le Mans: To maximize engagement, we live-streamed the Le Mans race across multiple social channels. This not only showcased the brand's involvement in a high-profile event but also created real-time excitement and interaction with the audience.

Engagement Through Car Shows: We utilized our website and social media channels to invite followers to exclusive car shows. These events provided a tactile and immersive experience, allowing potential customers to connect with the brand and the vehicles on a personal level.

Summer Campaign Activation: During the summer season, we launched campaigns in major cities focused on renting the specific car in the South of France. By offering a unique driving experience around the Cote d’Azur, we allowed people to experience firsthand the luxury and thrill of owning the car. This strategy helped to bridge the gap between interest and purchase by providing a tangible experience.

Results:
+2% Overall growth in revenue YoY.
+13% Increase in followers after live streaming.