With a young and affluent population that continues to grow, the time was right for Porsche to engage with local influencers from the Middle East region for the first time. Enter: #MyPorscheDXB.
Some of the region’s biggest lifestyle influencers were invited to experience the life of a Porsche owner in Dubai, each driving three different models over the course of one day, including pit stops for activities such as archery and a picturesque lunch. While showing the luxury and performance of the car through test driving, the real aim was to highlight that a Porsche is suitable for everyday use while still performing on a race track.
Throughout the event, influencers and media were encouraged to share their journey on Instagram Stories and SnapChat using the campaign hashtag. Photography and video content of each attendee was captured throughout the day, creating a personalised set of branded content for each influencer.
Results included 43 Instagram posts, 450+ Insta Stories + SnapChats, social reach of 2.4million and 234,000 engagement. Porsche Middle East is now looking at how this can be rolled out in other regional markets thanks to the success of the campaign.
The campaign won Gold in the Best Use of Influencers category and Bronze in Consumer Goods at the 2017 MEPRA Awards.