creative concepter and copywriter based in Amsterdam
pietro-de-grandi-254799-unsplash.jpg

Maserati

Role: concept, copywriter, art direction

The objective for Italian luxury car brand Maserati is to establish a strong brand presence in the United States by leveraging social media. Tailored, US-based content was created to target local audiences and build a flourishing community of brand enthusiast. Instagram, Facebook, and Twitter acted as the main channels, each with their own customized channel and content strategy.

What started off with a couple scattered post, grew into several holistic feeds with reoccurring themes, user generated content and community favorites. My design partner and I worked with strategy, community management and analytics to optimize the content, serve and grow the community.

Community engagement
Social listening and response played a significant role in building 1:1 relationships with both existing and prospective customers. By carefully monitoring and seeking out the right opportunities to engage, we managed to generate increased attention and awareness with our cheeky, yet on-brand responses.

One-to-one interactions

One-to-one interactions

Engaging with Bollywood star Sunny Leone's Tweet generated 280 likes and 20 retweets.

Community engagement

Community engagement

Another powerful engagement strategy is reposting user generated content shared by the community. This monthly feature combined a regular Instagram post with a push to discover more UGC in Instagram Stories. The repost would not only allow us to reward followers for sharing content but also gave us the opportunity to call for submissions. These posts generally performed 5%-16% above benchmark and resulted in a spike in UGC submission. 

Maserati Monday

Maserati Monday

An all-time community favorite. This weekly reoccurring post was widely anticipated, shared, and engaged with by the community. The formula for a successful Maserati Monday post was simple: a highly desirable, full-body shot of any Maserati with a provocative question to let the community’s imagination run free. 

Paid media

Paid media

Paid media was utilized to reach out and engage with a wider audience and potential buyers outside of the existing online community. Campaigns were employed to heighten general brand awareness and spotlight individual models. Featured above is the Levante stimulus campaign, created to expand awareness around Maserati's first ever SUV. By taking key learning from previous campaigns, we were able to optimize its performance. Views for the targeted videos were up by 13%, click-to-site performed 88% better and the lead rate was 57% higher. 

Events and activations

Events and activations

Local and the occasional global event allowed us to feature Maserati on the crossroad of various lifestyles, ranging from travel to sports, fashion to photography. Ranking amongst some of the highest performing posts are coverage of the Levante MY18 launch in Dubai (featured above), the 2017 Los Angeles Auto Show, the Newport Wine and Food Festival,  Milan Fashion Week and sporting events

 

Cover photo: Photo by Pietro De Grandi on Unsplash