The BMW Group, with its brands BMW, MINI, Rolls-Royce and BMW Motorrad, is the world's leading premium manufacturer of automobiles and motorcycles and provider of premium financial and mobility services.
The company employs around 125.000 people worldwide.
BMW launched a new car, namely an electric car.
BMW's objective was to describe and overcome the existing barriers to adoption of electric cars. To ensure this information reached as many people as possible, both online and on mobile devices, we used influencer marketing in this case.
Many influencers are active on several popular social media platforms. They should therefore publish as much content as possible on their social media platforms.
As part of the “No Risk – just Fun” campaign, 5 Swiss influencers tested the new BMW i3 for suitability.
The influencers were sent out with different tasks to get a real picture of the everyday usability of the BMW i3 within one week.
The influencers covered topics such as family, technology, sporty lifestyle and sustainability.
More information about cycling in the Leipzig Region as well as more interesting routes:
An example of a unique influencer marketing campaign is provided by Rita Angelone, blogger and founder of the network “Swiss Family Blogs”.
Together with five other bloggers from various fields, she and her family were given the opportunity to test a BMW i3 for its suitability for families. The collaboration focused on sustainability, a topic important to her.
According to the influencers, the project was exceptionally well-organized, including meetings at BMW and a feedback session after the test phase. A total of six influencers published content about their experiences, both on Instagram and Instagram Stories, as well as on their own blogs.
The electric car was therefore tested from various perspectives, and the experiences were compiled for the respective communities. In addition to its suitability for families, the following topics were also covered: technology, sustainability, comfort, and environmental friendliness.
For mikgroup, this influencer marketing campaign is a good example because the company thinks sustainably. The blog posts are available indefinitely (evergreen) and are searchable on search engines.
A Google search for "BMW i3 sustainable" displays two posts on the first page of results – immense value for the client. During the campaign, it was certainly exciting for the bloggers to send short updates about its progress via Instagram and Instagram Stories. However, the ephemeral nature of these visual posts demonstrates that social media should be used almost exclusively for brand awareness.
Blog posts are ideal for achieving truly long-term benefits from a campaign. They contain not only authentic reviews, photos, and videos, but also valuable links to the BMW i3 landing page at BMW Switzerland.
Omnipositioning with car-relevant keywords and strong trust from Google, thanks to authentic backlinks and other SEO measures.
After just a few months, BMW was able to sell a huge number of i3 cars, and the car itself went viral and became the latest trend on social media platforms!
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