BMW New Zealand
social strategy

 
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Social media strategy 

via DDB

The premium car market is competitive, and with customers and prospects renewing their vehicles every four years, there is a lot of time and opportunity in between purchases to either retain brand loyalty or to grow consideration.

The social strategy sprang from some recent brand research undertaken by BMW, and focused on content which served all parts of the purchase funnel to keep current BMW drivers engaged with the brand, and to create value for prospective BMW buyers.

The resulting strategy gave BMW a framework for both of their key social media platforms, using data and relevant content pillars to take users from broadly browsing models, to getting in touch with a local dealer, and every step in between.