Genesis GV80 Social Launch
THE CHALLENGE
When it comes to featuring cars on social, photo-real assets usually win the day. The result is a feed full of the same predictable car assets over and over again. It’s an approach that can lower engagement, and lessen enthusiasm. To get our brand-new, first-ever SUV noticed, we needed to break through this monotony. We needed to do something completely unexpected.
Our solution
We decided to commission eight international artists to be a part of our “Boundless by Design” GV80 Artist Series. It was important to us that these artists had ZERO previous automotive partnership experience. So we cast a wide net. We looked for creators in fine art, high fashion, even music videos. And we curated outside the endemic space to ensure that the work would feel fresh for our audience. It was also crucial that their work felt fine-tuned for the Instagram platform. We sought out eye-catching motion loops, thumb-stopping snackable videos, high-color CG illustrations and other pieces designed to optimize engagement.
The RESULTS
With a limited media budget, these campaign was pushed organically with earn media:
OVER ONE MILLION EARNED IMPRESSIONS
OVER 50K+ POSITIVE ENGAGEMENT WITH A 83% NET SENTIMENT, A 6% INCREASE OVER BENCHMARK FOR THE BRAND.
awards
DIGIDAY AWARDS & 3 SHORTY AWARDS
THE ARTISTS:
Timo Helgert, Hansruedi Ramsauer, Adam Hale, Blake Kathryn, Theo Tagholm, Erik Winkowski, Mishko, Fvckrender
