How BMW reached 721K Instagram users for the launch of their new range of lifestyle products at the 41st Bangkok International Motor Show.
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BMW
International Motor Show
Context
To increase the visibility and awareness of their new range of lifestyle products at the 41st Bangkok International Motor Show, the luxury car manufacturer BMW leveraged the Narrators platform to identify and engage a pool of content creators who already have an affinity for their brand.
Strategy
8 content creators were selected for this campaign and tasked to create #BMWlifestyles photo content targeting young professionals with premium aspirations characteristics. To effectively promote the new range of products, influencers were given the ultimate Motor Show VIP pass, the BMW lifestyles collection apparel, and other goodies to create content to promote the show.
Results
The campaign was a success! 16 pieces of content were generated which resulted in a total reach of 721K and 46k engagements. By monitoring social media conversations, we observed a positive sentiment towards the show and the new BMW products from the influencers’ audience.
