AUDI X MR. PORTER: Reaching a premium audience through brand partnerships
Action: Targeting a hard to reach the target audience
Audi tasked Fuse with developing a brand partnership that would enable it to reach a premium, progressive male audience. The partnership needed to help position Audi as a modern, stylish brand. Therefore, we aimed to drive consideration through lifestyle passion points whilst increasing trials amongst a hard-to-reach C-suite audience.
Create: Developing branded content in a long-term, strategic partnership with Mr. Porter
Mr. Porter is a thought leader in style and innovation, whose customer base economically aligns with Audi’s audience. We proposed a long-term strategic partnership with a leading online luxury fashion retailer. A partnership with Mr. Porter would allow us to integrate online, print, events and social platforms.
We created four campaigns for different Audi models throughout 2018. For the Audi A8, we developed Drive of a Lifetime, a four-part series. It brought the ultimate luxury weekend break to life by positioning the A8 as a credible, premium chauffeur-driven model. The Future’s Audi for the Audi A7 was a three-part series of journal features. Each article focused on a different decade in Audi’s heritage by looking at its innovation and pioneering technology. Playing on the orchestral theme of the Audi Q8 TV advert, we created a talent-focused article “An Audience with Ashley Henry”. It also provides behind the scenes video where the editorial focus was on jazz musician Ashley Henry.
Alongside these content pieces, we have deepened the integration between Audi and Mr. Porter with two main brand marketing strategies. First, we provided an integrated chauffeur service for two Mr. Porter events. Also, we set up opportunities for the brands to share a talent for Audi campaigns. Second, we did editorial by including an ongoing contribution from Mr. Porter brand and content director, Jeremy Langmead, in the quarterly Audi Magazine.
Impact: Engaging content that outperforms site benchmarks
So far, the results for these campaigns have consistently delivered above and beyond our KPIs:
- Total reach of over four million
- Audi content has seen page views double the Mr Porter benchmark
- Dwell time is up to three times higher than the Mr Porter average
- Trial of Audi models undertaken by 50 hard-to-reach celebrities and C-suites