Porsche

How do you take passionate fans behind the scenes to rev up your new launch?

Challenge

Introduce the 2012 Porsche 911 model with major fanfare.

Solution

Combined a Promoted Trend with Promoted Tweets to highlight evocative rich media and tell the story of the iconic sports car.

Results

  • 87% engagement rate
  • 594% increase in daily followers
  • 300% increase in positive brand sentiment
Tweet

Porsche (@Porsche) is a prestigious automobile brand with a long history and strong brand ideals. Introduced in 1963, the company’s 911 sports car has a distinctive heritage and devoted following.

Their challenge

To unveil the 2012 model, @Porsche wanted to evoke that rich history and build excitement among sports car enthusiasts. The launch of the seventh generation of the 911 sports car became a special opportunity to connect with car lovers and create a campaign that would move them to talk and share.

Their solution

In the days leading up to the unveiling of the new 911, @Porsche began to seed the hashtag #2012Porsche911 using Promoted Tweets to build buzz around the big launch. These Promoted Tweets featured photos and videos that highlighted the history of the car. They also included links to teaser videos that would be featured in greater depth at launch.

On the day of the launch, the company ran the #2012Porsche911 Promoted Trend to bring massive exposure to their integrated TV, magazine, online display, search and social marketing campaign. 

The Promoted Tweets enticed users to click through and experience the latest model, linking them to dynamic videos featuring seven generations of proud Porsche 911 owners. The videos felt special and personal, driving Twitter users to share the content.

Their results

The success of the #2012Porsche911 exceeded all expectations and set a new engagement record on Twitter at the time of the campaign. Eight out of ten people who saw the Promoted Trend engaged with the associated hashtag.

@Porsche also drove an 87% engagement rate for a Promoted Tweet associated with the campaign—another record. On the day of the Promoted Trend, @Porsche also increased followers by 594% compared to the daily average of the seven previous days.

“A Promoted Trend makes such an impact because consumers recognize something special is happening. Twitter lets you speak to consumers throughout the day, amplify the real-time conversation around your brand and literally watch your message resonate as it gets shared.”

Joshua Cherfoli Online and Relationship Marketing Manager at Porsche Cars North America

3 keys to success

  1. Integrate your campaign.
    @Porsche developed a unified campaign across TV, magazine, online display, search and social networks. Then, the brand built buzz on Twitter around the integrated experience using the hashtag #2012Porsche911.
  2. Know your audience.
    @Porsche focused on their core audience and what kind of content they would respond to, talk about and share.
  3. Get visual with rich media.
    Driving a Porsche 911 is an exciting experience. The company made sure their photos and videos captured this thrill.