2017 MEPRA Awards – Best Use of Influencers Gold Award: Hill+Knowlton Strategies

Entry Overview:

Porsche Middle East had never worked with influencers. H+K were tasked with delivering an idea which would generate social coverage across markets and with influential people in lifestyle and automotive. The #MyPorscheDXB campaign was born. Some of the region’s biggest lifestyle influencers from across the Middle East were invited to experience the life of a Porsche owner in Dubai. Each driving three different models over the course of one day, including pit stops for activities such as archery and picturesque lunch, attendees were shown the lifestyle of a Porsche owner in the Emirate. While showing the luxury and performance of the car through test driving, the real aim was to highlight that a Porsche is suitable for everyday use while still performing on a race track. While this was taking place, influencers and media were encouraged to share their journey on Instagram and stories using the hashtag. The team captured photography and video content of each attendee throughout the day. Images were shared straight after the event, while a personalised video was shared with each influencer for sharing on their own social media a week after the event to continue momentum. Results included 43 Instagram posts, 450+ Insta Stories and Snapchats, social reach of 2.4million and 234,000 engagement. The team are now looking at how this can be rolled out in other Middle Eastern markets due to its success. Not one influencer was paid to take part.