"The adage that people see their car as a reflection of their personality has propelled social media to the peak of the German marque's media mix. It's a potent dynamic for a brand built on aspiration and luxury, one it hopes underpins its efforts to deliver an online experience that covers all facets of vehicle ownership and connects the virtual world to the physical one in a seamless way."
"We do not believe in a linear progression through a virtual funnel, but recognise that each customer chooses their individual path to form a purchase decision. We thus believe that Porsche must understand the specific needs of the customer in his individual situation and listen to signals he/she is sending in order to cater the right content at the right point in time. In order to work in this context, every bit of content needs to be responsive,"
"Porsche is using content curation tool Storystream to steer this efforts, building microsites that give fans a holistic view of what's being said about certain car launches of campaigns worldwide. To accelerate the plan, Porsche is encouraging its agencies and ad tech vendors to get tighter to companies like Google, Facebook and Twitter in order to create content that fuels business goals."
Porsche elevates social media within its media mix, leveraging the view that cars reflect personal identity to drive sharing and aspiration. The brand links virtual and physical ownership by centralizing content on porsche.com and using Storystream to curate global conversation around launches and campaigns. Porsche rejects a linear funnel, focusing instead on individual customer journeys and serving responsive content based on signals and context. The company urges closer collaboration between agencies, ad-tech vendors and platforms like Google, Facebook and Twitter to produce content that supports business goals while enabling agile marketing responses.
Read at The Drum
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