Porsche x New Audiences

Porsche: Reaching New Audiences

Background: Porsche is one of the most iconic brands in the world, but it needed to bring in new and younger audiences to sustain financial success long-term. Their demographic was aging out and they marketed mainly to the people that already drove their cars - typically older & wealthy and a white male. I was brought in to lead the effort called “Strategy 2025” that focused on bringing in new audiences to the brand, as well as run global campaigns & productions, annual model launch campaigns and partner with media.

Key Insight & Strategy: In order to bring in people earlier to the brand we realized we needed to talk to them before they were ready for a Porsche. We learned through research that the common mindset between someone who is on their way to being able to own a Porsche vs. someone who already does, is ambition. Porsche needed to appeal to the ambitious youth in bigger, more impactful and relevant ways than we had before and earlier on. The brand’s upcoming 70th Anniversary and model launches provided a great opportunity to invite people into the brand and experience it without having to own a Porsche.

Results: I was the all-agency global lead for Sportscar Together Day, the largest global campaign Porsche had ever done, focused on celebrating the 70th Anniversary of Porsche and the new Porsche Cayenne - the most shareable Porsche sports car yet due to it’s upgraded capacity.

We partnered globally with Facebook to create a Porsche-sharing bot (bot translations = fun!), secured & filmed Carpool Karaoke with CBS/James Corden and Adam Levine (an avid Porsche owner & lover) at the LA Porsche Experience Center, created and distributed global SCTD brand & UGC content and even hosted the World’s Most Thrilling Wedding in the back of a speeding Cayenne with a brave couple and The New York times at the Porsche Experience Center in Atlanta. Porsche’s global brand engagement increased 20+ % with all audiences (existing + new), we surpassed global earned media benchmarks by over 100% and now SCTD is activated as an evergreen Porsche Anniversary platform.

Carpool Karaoke x Porsche won Best Automotive Content Marketing Strategy at the Drum Awards 2018.

We also worked with brand talent and influencers to bring a behind-the-scenes, more authentic and less polished approach for the launch of the new 718 GTS from the windy roads of Sicily with “Unleashed in Sicily” and “The Fix” as well as bonus content from the shoot.