Inspiring a loyal fanbase with customer-first content
Porsche needed to transform their content approach or risk losing the hearts of tomorrow’s customer.
The redefined content strategy we designed and the creative content programme we deliver, generates significant business impact by increasing brand reach and brand advocacy in the form of comments and shares.
What was at stake?
With the ongoing decline of organic reach on Facebook and poor communication between global and local teams, it became increasingly difficult for Porsche to reach and inspire their customers of the future.
Maintaining desirability is essential for this luxury marque. Unless they were able to stay relevant in a constantly shifting digital landscape, the brand faced being left behind by their fans and outrun by the competition.
Having audited the Porsche digital ecosystem, we have been able to produce digital personas from a blend of face-to-face interviews, focus groups and global behavioural surveys. We have used those personas to create a new content strategy designed to activate fascination with the Porsche brand.
We created a new editorial process, produced a unifying content playbook to align ways of working across international markets and lead creative content and social media management for the UK. From a strong initial base, our content has delivered a 99% increase in reach and a 156% increase in social shares.
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