M&Me
Building brand love by elevating and co-creating with key influencers from the BMW M community.
Summary
A first—of-its-kind influencer-led editorial approach to storytelling, for BMW M – a brand with one of the most active and engaged automotive audiences on social media.
We identified and co-created with some of BMW M’s key community influencers, giving them a platform and opportunity to tell their story for the first time.
The challenge
BMW M has a far more engaged and knowledgable community than a regular auto brand. It is a passion brand for people who love the drive.
Many followed BMW M on social because they were already fans of the brand, but we we wanted to covert this ’like‘ to true brand love. To be successful with such a highly engaged and informed audience, you need to speak their language, talk to them as peers.
We needed to be ‘by the community, for the community‘. Who better to bring this to life than the community itself?
The solution
We identified, briefed and co-created with key influencers from within the community, giving them a platform to share their own personal M story. This enabled us to deliver authentic content that the fans could relate to and enjoy. It gave the community the chance to celebrate and uplift their own.. Whilst being inspired and validated.
We produced these stories end-to-end, with bespoke shoots and long-form interviews with a range of influencers – racing drivers, passionate M collectors, artists and most groundbreakingly for an auto brand, professional modifiers.
The content spanned M.com and social, and highlighted diverse members of the community, unpicking what made M so special to them. The influencers were The community felt seen, accepted and appreciated more than ever.
The Results
M&Me has become part of the BMW M always-on calendar. And it’s easy to see why… We’ve achieved a 15% follow growth, year on year.
Our posts achieved a 94% positive/neutral sentiment vs our agency benchmark of X%. And, we racked up 12.9M impressions on just 35 posts!
S/o to all the real ones:
Talent:
Imran Arshad | Rae Roberts | Khyzyl Saleem | Marek Letowt
Partners:
Unknown Inc
Client:
BMW M
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