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SHE

GRABARZ & PARTNER, Hamburg / DR ING PORSCHE / 2018

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Overview

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Credits

Overview

Strategy

Our target group consisted mostly of Porsche fans all over the world – male and female. To address them directly and give them the opportunity to react, we used Porsche’s Social Media channels as our medium of choice. For that, we documented the stunt in a short video and posted it on Porsche’s Instagram and Facebook page.

Execution

The post went live on International Women’s Day 2018. Soon after it’s upload, it drew the attention of hundreds of thousands of people, the media, shows and newspapers all over the world – and sparked a long overdue conversation.

Outcome

“SHE” gained over 4,1 Mio impressions, 150.000 reactions, 18.000 shares and 10.000 comments. That’s not only a 4.000% response increase to usual posts, it also reached three times more women than normal – and got 75% positive feedback from the community. Further, it achieved all that without money spend in media or seeding.

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