To generate brand awareness, BMW teamed up with four New Zealand influencers who aligned the brand values and philosophy with the BMW brand. Content was aimed at keeping as authentic and genuine as possible to engage New Zealanders across the country. Influencers delivered their content via static Instagram posts, stories and video content to showcase their experiences with the BMW X3 while staying true to their personal brand. Influencer Kellie Pardoe’s three static Instagram posts started two way conversations with her following, engaging them about the BMW X3.
Using both male and female audiences, BMW’s X3 content was aimed toward engaging both genders and demographics aged 25-34. While New Zealand in general was targeted, the regions of Auckland, Wellington and Waikato were especially engaged. At the end of the campaign BMW received high quality, authentic influencer-generated content to be repurposed on their own social channels.
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