BMW

EXECUTIVE SUMMARY

Influencer digital campaign igniting #BMW DiversityServices: Consultant for print and digital strategy for content production with SLUSA Productions. Len Burnett CEO of UPTOWN Magazine and Kevin Williams, BMW Group, Head of Multicultural Marketing and Diversity & Inclusion partnered up to construct a digital campaign igniting #BMW Diversity.

THE CHALLENGE

BMW was looking to connect with AA males who were in the market for a luxury sedan. The ask was to allow selected influencers the opportunity to experience the car for a lengthy period while documenting and highlighting features that connected to the user in a 1-minute video.

THE SOLUTION

All twelve videos came with Instagram teasers that the influencers used to drive traffic to the full video which was hosted by UPTOWN Magazine and SHADOW LEAGUE.

THE RESULTS

The campaign was a huge success, driving traffic (no pun intended!) to both the #BMW diversity and #BMW P5 with over 2M impressions on these hashtags during the initial phase of our engagement.

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