Beverly Hills Porsche Official Blog
Beverly Hills Porsche @BevHillsPorsche has been rocking the Twittersphere for the last three years in the local Los Angeles market and now Porsche @Porsche is turbocharging the efforts worldwide via promoted tweets with fantastic engagement results! We love our customers and fans and will continue to build our community on Twitter. Check out this case study published by @Twitter this week. Originally introduced in 1963, the Porsche 911 sports car has a long, distinctive heritage and a devoted following of enthusiasts. To unveil the 2012 model, Porsche wanted to evoke that rich history and build excitement among loyal fans. Porsche viewed the launch of the seventh generation of the 911 sports car as a special opportunity to connect with car lovers in a way only their brand could. 鈥淲ith this campaign, we wanted to highlight the iconic lineage of the brand,鈥?says Joshua Cherfoli, Online and Relationship Marketing Manager at Porsche Cars North America.
鈥淲e needed to create an interactive content experience that would resonate with audiences that are passionate about sports cars and about Porsche. As part of a deeply integrated TV, magazine, online display, search and social marketing campaign, Porsche ran a Promoted Trend campaign in the U.S. 2012Porsche911 hashtag in the days leading up to the Promoted Trend. These Promoted Tweets contained rich media (photos and videos) that highlighted the history of the 911 sports car. The brand included links to teaser videos that would be featured prominently and in greater depth during the day of the Promoted Trend. For the 24 hours of the Promoted Trend, the brand steered the conversation to evocative content focused on the unique and devoted community of sports car enthusiasts. The text of the Promoted Tweets was simple but powerful: 鈥淥ur identity, our promise: Forever the sports car.鈥?The words pinpointed a tradition of incomparable passion, quality and design, enticing the user to click-through and experience the latest model. Porsche linked to dynamic video footage that captured proud owners of all seven generations of the Porsche 911 coming together to celebrate and race their cars.
2012Porsche911 exceeded all expectations for the brand. In fact, Porsche set a new engagement record on Twitter at the time of the campaign: eight out of ten people who saw this Promoted Trend engaged with the associated hashtag. Porsche also drove an 87% engagement rate for a Promoted Tweet associated with a Promoted Trend鈥攁nother engagement record. Twitter was also the top referral website for three out of the four videos Porsche featured in the campaign. 鈥淎 Promoted Trend is so impactful because consumers recognize something special is happening that鈥檚 buzz-worthy and that they want to be a part of,鈥?says Beugelsdijk. The record-breaking engagement rates of Porsche鈥檚 ad campaigns on Twitter reflect the loyalty and passion of Porsche fans as well as how compelling they found the Promoted Tweets spotlighting Porsche鈥檚 unique brand legacy. The campaign also helped Porsche reach a new audience. On the day of the Promoted Trend, @Porsche gained 1,743 new followers鈥攁 594% increase in follows compared to the daily average of the seven previous days. The Porsche Promoted Trend also surpassed two category benchmarks. On the day of the Promoted Trend, Porsche saw an increase in positive brand sentiment over the prior week that was 300% above the category norm. Beverly Hills Porsche is an authorized factory dealership of Porsche cars, SUVs, accessories, parts and merchandise. Centrally located to all of Los Angeles, we aim to be a complete lifestyle destination for all Porsche owners and fans!
Was it a road trip? JH: I always enjoyed how owners of other makes thought it was necessary to try and race me or grab my attention at lights, revving engines or giving the nod. Everybody seemed they have something to prove, except me. It gave me a strange sense of satisfaction letting them burn out while I took my time climbing the gears. The greatest thrill for me was when it was just me, 鈥淩ed鈥?and a twisty back road. PH: Do you belong to a club? Do you guys have weekly coffee meetups? JH: Right now I go to several meet-ups. Sometimes I take the new models, sometimes I take a trade in. Most of the events I go to I鈥檓 repping the company so I have to be on my best behavior. I try and make the Festival of Speed every year in Fontana. PH: Would you like to give a shout out to anyone?