There probably aren’t industries that do not recognize the power of influencer marketing anymore, and automaker brands are not an exception either. Having a top-rated YouTube influencer or an Instagram creator to talk about upcoming models or the latest high-tech features is a big plus for any automotive brand. Of course, not every influencer is the right influencer for car endorsements. Yet, these brands prove that reaching your target audience with the right message and content is absolutely doable and profitable.
So, in this article, we’ll be looking at six examples of influencer marketing campaigns in the automotive industry that were used to attract new clients, raise brand awareness, and, ultimately, improve sales.
Nissan
Nissan’s #TitanAdventure is an excellent example of creating an event that leaves no choice for its participants but to create loads and loads of engaging and interesting content.
So, this is how they did it – Nissan invited pick-up truck owners, ambassadors, and influencers on a four-day experience filled with various fun outdoor activities with the Nissan Titan pick-up truck. But, of course, they didn’t forget vital educational parts of their adventure as the participants also got lessons on how to snow plow and get out vehicles stuck in the snow. Which we’re a bit jealous of, no shame in admitting!
Although Nissan did not ask the influencers to create any content, the activities were so spectacular that they did it on their own. Which, of course, created a massive brand reach.
What can be taken out of this campaign in 2022? One word – authenticity! People are wary of staged performances and clearly paid-for endorsements, and creating a community surrounding the influencer and the brand they represent is the key. Such content always speaks the most to followers and encourages them to engage with the brand.
Chevrolet
Chevrolet chose a very special day for their #BestDayEver campaign – April Fools Day. A day when every one of us expects the unexpected and Chevrolet’s plan to play on this was exceptional. From hiring Kelly Clarkson to perform her songs to new moms to Alec Baldwin’s impersonation of Abraham Lincoln during a history class at Occidental College in California, Chevrolet truly did plan the whole day of various attractions. What’s even better is that no one knew when and where the #BestDayEver events were going to take place, so it was quite a pleasant surprise to anyone witnessing it. Besides live events, Chevrolet also did an 8-hour YouTube telecast hosted by John Dore/Garfunkel and Oates.
And this campaign was a huge success for Chevrolet as the hashtag generated some 1,5 billion media impressions, while over 3 million people viewed the YouTube stream. So, the brand managed to shake off its ‘outdated’ image by bringing in the fun, raising its brand awareness, and cementing its new look as a modern and fun brand.
BMW
Targeting a new demographic usually means stepping out of your comfort zone. However, that didn’t seem to have caused any problems for BMW! So, to reach out to the younger generation, BMW overhauled its promotional methods and ventured into the world of TikTok. Their choice of content was, of course, a dance challenge that resonated tremendously well with their target audiences.
So, BMW collaborated with famous TikTokers like @falcopunch and @skyandtami, who then asked audiences to participate in the #THE1challenge with their own choreographed performances in or around the BMW 1 series cars. The result was over one million likes and over 7 million views on the platform. Not so bad, huh?
The key to their success was knowing where to find their target audiences, creating bespoke content that matches the vibe of the platform, and partnering up with famous creators. So surely you could do it, too, right?
Porsche
It would be cool to have the newest Porsche delivered to your doorstep to test it, wouldn’t it? Of course, we do understand that this would be fairly impossible, but Porsche wanted to fulfill this idea nevertheless. So, they’ve launched a VR experience for their customers to check out their then-newest Panamera 4 E-Hybrid.
Knowing that not all of their customers had a VR set ready, they’ve made 5,000 custom Porsche-branded Google Cardboard viewers, all wrapped in faux leather to resemble the one the drivers would’ve found used in the Porsche’s interior. Then, the sets were delivered to various influencers, Porsche loyalists, and possible clients to try the Panamera 4 E-Hybrid in the comfort of their homes. And, in Porsche’s VR app’s first month alone. It facilitated 2,2 times more virtual test drives than actual test drives from 188 dealerships in the US combined!
New technologies always present new ways to engage with customers, and the immersive VR experience allowed Porsche to put their clients in their cars without actually needing any physical ones. And this VR Experience could be used for anything, really – clothes, jewelry – you name it!
Ford
Ford’s #TryMore campaign was launched in sync with the recent redesigns of its core models. The campaign called for Ford’s customers to try more, and the more, in this case, was a whole slew of things most people had never tried before.
So, during a couple of events dedicated to the #TryMore campaign, Ford invited its customers to try out ax throwing, bull riding, auto-bowling, and even MMA fighting. Of course, the live events also featured the redesigned Ford models for customers to see and test drive.
And although the idea seems kinda simple, it improved Ford’s sales drastically mostly because Ford took the chance to reconnect with its customers and provide them with long-lasting memories which will always be connected to the brand.
Land Rover
Land Rover’s official Instagram site, with its highly-aesthetic images, suggests that the brand is all about sleek luxury. However, that is not entirely true – to this day, Land Rover is mostly cherished for its practicality and comfort. And to translate the messages to customers and potential buyers, the brand collaborates with various Instagram influencers to invite their followers to a Land Rover adventure. Lydia Millen, Ed Stafford, Jack Morris, and many other established names are constantly enticing new buyers with their content, reflecting the brand’s reliability and sleek design. Oh, and it is always accentuated by a good dose of humor because we all know that most of the time, humor is the key to creating a bond with your customers.
Conclusion
Every automotive brand is in the race to introduce the latest technologies and the newest features in their vehicles. However, they’re just as forward-thinking with their marketing strategies, with influencer campaigns taking center stage. And even if you’re not working in the automotive industry, these campaigns are nevertheless great examples of innovative marketing and using creator collaborations in just the right way.
