Case study

PORSCHE(LIKE) CONTENT

HOW WE TAILOR CONTENT FOR CZECH PORSCHE ON INSTAGRAM AND FACEBOOK

@porschecentrumpraha @porschecentrumpraha @porschecentrumbrno @porschecentrumbrnofb @porscheostrava @porscheostrava

TLDR

Our work for Porsche entertains the fan community while also proving to sell cars. We stand behind strategy, creativity and Lead Generation campaigns. The key to success is our perfect knowledge of the Porsche brand and the client's courage to try new things.

STARTING POSITION

After we customised a print and online campaign WINNERS´ DNA, there was an opportunity to get the Porsche brand onto Czech social media.

Socials were the platform that Porsche definitely needed in their communication mix. The brand had just stopped manufacturing diesel engines and was about to launch the Taycan – the very first fully electric Porsche. In this time of radical changes and innovations, social media was thus the ideal place for Porsche to connect with the community and show that even if its future cars will be powered by electricity, the brand's values aren´t changing a bit.

GOALS

Build community

Communicate brand values and attributes

Fulfill the distinct roles of importer and dealer

Transform the brand
into the electric age

Educate, inform,
entertain

SOLUTION

TONE OF VOICE

Porsche makes expensive cars, but it is not an upmarket brand. In particular, the larger Cayenne or Panamera models naturally offer luxury. But the decisive factor with them is primarily the DNA of the winners – the characteristics of sports cars and the genes of racing cars, which are behind the exceptional experience of driving them. When setting the tone, we were inspired by the famous historical advertisements of the brand, which has always been well aware of its technological sophistication, but at the same time was not afraid to make fun of itself.

The Porsche brand can be a bit arrogant, but it is not conceited or elitist. In this regard a big inspiration for us is the global community of Porsche owners who are very open to new people and supports young fans in fulfilling their dreams.

PHOTOS

We make a point of presenting beautiful photos of cars in stock from the dealership. We know all the models in detail, so we know very well which elements to focus on during the photo shoot and what we want to show the community. With every given opportunity, we connect Porsche with the Czech environment and take photos of cars in the Czech countryside as well.

REELS

We use formats that are currently cool. We show cars in stock and events on a short dynamic video, connect to trends and use the Instagram algorithm that supports Reels.

COMMUNITY ENGAGEMENT

We care about the opinion of Porsche fans and drivers. That's why we ask them, let them vote and prepare competitions for them. You could say that everyone does it? We do it consciously. Our mindset: We are always on brand, we don't stand for cheap likes and professional competitors. Our goal is to connect the community and deepen their relationship with the Porsche brand. And this is an example of how we approach it:

THE BEST PORSCHE OF ALL TIME

We decided to find out which model fans of the brand consider to be the best ever made. We nominated 64 legendary cars and let the fans vote. For them, it's fun and a chance to discuss with each other in the comments about what they like. For us, it is an opportunity to show the important attributes of the Porsche brand: technological pioneering, historical legacy and connection with motorsport.

THE COMMUNITY CONFIGURES 911

Did you know that Porsche produces a maximum of two identically built 911s per year? Owners want exclusivity, which can be easily achieved thanks to practically unlimited possibilities for individualization. Porsche is tailor-made and individual elements of design and equipment are a hot topic in the community. How did we leverage it? We let Porsche fans design a real car! And this is how the story of a very interesting and very red 911 was born.

FANS ON PORSCHE ROAD TOUR

A cool brand must do cool things. And what's more cool than putting one of our Insta followers behind the wheel of a Porsche and taking them on a day-long road trip? In order to ensure a proper Turbo launch for the newly opened importer IG account @porsche_cesko, we asked Petr Mára to invite his fans to participate in our competition as part of his cooperation with Porsche. Within 24 hours, not only did we gain the first 1,000 contestants, but also the first 1,000 relevant followers.

LEAD GENERATION

We proved that Czech customers are ready to buy Porsches via social media. New technologies are dramatically changing the way cars are sold, and Porsche, in partnership with Fairy Tailors, innovates in this area as well. The Lead Generation format allows customers to send a request for a car in stock directly in the environment of the given social network – for Porsche we use Facebook, Instagram and LinkedIn. Why is it smart? For at least two reasons:

1.

It is very convenient for the customer. He does not leave the social network, he has pre-filled personal data in the form. Convenience significantly increases the likelihood that the customer will submit the form.

2.

We can aim smartly. Lookalike Audiences - audiences created from the client's database, have proven very effective for us. In short: Facebook, Instagram and LinkedIn have created audiences of their users that are very similar to existing Porsche clients. This targeting is significantly more accurate than targeting based on interest.