Reimagining BMW's Social Channels
Transforming BMW’s social presence through a platform & audience-first approach to storytelling.
Summary
For years, BMW’s social presence focussed on appeasing their petrol-head fans with standard car photos posted without adaptation across all platforms. But the social media landscape was evolving fast – different platforms were emerging, with new features, audiences and focuses. We needed to modernise BMW’s approach to social media, whilst navigating macro automotive industry challenges of electrification and digitalisation.
We developed a future-fit social strategy, moving from a ‘one size fits all’ approach to an audience-first approach, with bespoke creation per social platform. Social became more than just a ‘shop window’, it became an opportunity to build the brand, drive affinity and understanding.
We developed a future-fit social strategy, moving from a ‘one size fits all’ approach to an audience-first approach, with bespoke creation per social platform. Social became more than just a ‘shop window’, it became an opportunity to build the brand, drive affinity and understanding.
Number One
...Automotive Brand in social media based on followers and engagement.
5 Million
...Followers on Threads within just one year of platform launch.
Increased
...Brand Awareness through strategic platform-specific content.
The Challenge
As social platforms rapidly evolved, BMW recognized the need to adapt to stay relevant. The brand faced challenges such as creating platform-specific content, countering declining organic reach, and keeping up with changing algorithms. At the same time, it had to engage a diverse global audience, respond to industry shifts, and maintain a strong brand identity in a crowded social media landscape.
The Solution
We supported BMW in taking a strategic step back in order to move forward with greater clarity and confidence.
Our first priority was to analyse the brand’s core strengths — identifying BMW’s unique positioning and communication advantages within the automotive and lifestyle landscape. Rather than applying a generic approach across all platforms, we defined tailored goals for each social channel, ensuring that content aligned with the specific strengths and expectations of each audience.
BMW’s strategy centered on its core value—Freude (Joy)—ensuring consistent, authentic communication across platforms. We reimagined the brand’s digital presence with a bold, text-only style on Threads, a shift to brand-led storytelling on TikTok, and optimized content for Meta, YouTube, X, and LinkedIn. Early adoption of emerging platforms reinforced BMW’s image as a tech-driven leader. Streamlined daily operations ensured every interaction aligned with strategy, maintaining a unified identity rooted in Freude across the social landscape.
At the core of our strategy was BMW’s defining value: Freude (Joy)—anchoring all content and communication with consistency and authenticity. We redefined the brand’s presence across platforms: introducing a bold, text-only approach on Threads, shifting to brand-led content on TikTok, and optimizing performance across Meta, YouTube, X, and LinkedIn. By embracing emerging platforms early, BMW positioned itself as a tech-driven leader. Daily operations were streamlined to align with strategy, ensuring every interaction served a clear purpose.
Threads Performance
The text-only approach on Threads drove exceptional growth, reaching 5 million followers in just one year with engagement rates significantly above industry averages. BMW demonstrated remarkable adaptability by claiming early presence on new platforms like Threads within hours of launch, establishing the brand as a digital innovator.
Threads Performance
The text-only approach on Threads drove exceptional growth, reaching 5 million followers in just one year with engagement rates significantly above industry averages. BMW demonstrated remarkable adaptability by claiming early presence on new platforms like Threads within hours of launch, establishing the brand as a digital innovator.
Competitive Edge
BMW successfully transformed from challenger to leader, overtaking Mercedes-Benz on Instagram after years of close competition and leaving both Mercedes and Porsche behind on TikTok.
Competitive Edge
BMW successfully transformed from challenger to leader, overtaking Mercedes-Benz on Instagram after years of close competition and leaving both Mercedes and Porsche behind on TikTok.
TikTok Evolution
By moving from trend-following to brand-led content, BMW established a distinctive voice on TikTok that resonates authentically with audiences while maintaining brand integrity.
TikTok Evolution
By moving from trend-following to brand-led content, BMW established a distinctive voice on TikTok that resonates authentically with audiences while maintaining brand integrity.
First
...-Mover Advantage — launched on Threads within hours of U.S. debut, staking early brand presence
Brand
...Cohesion Across Platforms — maintained a clear, joy-driven identity while tailoring content per platform
Authentic
...Audience-First Storytelling — content resonated better across a wider, more diverse global audience
Unified Through Joy
Despite platform-specific approaches, BMW maintained a cohesive brand identity centered on “Freude” creating a recognizable presence across the entire social media landscape.
Unified Through Joy
Despite platform-specific approaches, BMW maintained a cohesive brand identity centered on “Freude” creating a recognizable presence across the entire social media landscape.
Overview:
Platforms:
Instagram, TikTok, Threads, Youtube, X, LinkedIn
Channels:
BMW International, BMW Lifestyle, BMW Golf, BMW Welt, BMW M
Client:
BMW
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