Well known and loved the world over, BMW has become synonymous with automotive excellence. For many though, the brand goes far beyond the vehicle itself and has come to represent the pursuit of excellence in all areas of their life. That pursuit manifests itself as passion – a passion that increasingly, lives online.
Strengthen the emotional connection between brand and consumer – from BMW loyalists to aspirational fans – through content that aligns BMW lifestyle cues with that of their community.
BMW IS ONE OF THE MOST ENGAGED FACEBOOK PAGES ACROSS ALL CATEGORIES IN AUSTRALIA.
Determine personality types that interact with the brand and create a targeted content strategy to excite and encourage greater levels of engagement.
Conduct in-depth analysis (6 month retrospective audit) of conversations taking place on, and information being shared across BMW owned channels, then use these insights to inform new tactics for engaging fans. The resulting content mix helped BMW engage a multitude of personality types – Exhibitionists, Content Creators, and Knowledge Sharers – by discussing their preferred topics whilst also delivering key business messages in ways relevant to them. One example of this interaction is ‘Fan Photo of the Week’ – something that tapped into the competitive psyche of BMW owners and helped increase organic growth.