BMW challenged BDB to develop and execute a strategy to raise awareness around the launch of their brand new 8 Series Convertible. BMW’s main concern was that the target audience for such a car would be hard to access through organic content alone, as Instagram’s core audience is around 44 and under, and only around 50% of those people with a household income of £48k+ are active on the platform.
In response to this, BDB took a two-step approach. Using aspirational influencers to create high quality imagery and videos to increase general brand awareness on Instagram. Then taking those assets, further tailoring them, boosting through sponsored posts to reach a highly targeted affluent audience on Facebook and Instagram.