Renault Megane, Launch 2016
Digital, Social media, project management, local, creative and strategic input
For 2016 Renault Megane launch, the task was to tackle influencer marketing in an innovative way. In a local market where the norm was to take bloggers for a regular test drive we thought of taking a different approach.
It was a given that we had to approach influencers. But who exactly were they? Were they the bloggers that constantly juggle with brands up to the point that they are considered sell outs? Were they the auto journalists that do this for a living?
They were the no name influencers! The ones who set the tone in their respective communities and circle of friends by just being genuine and outspoken. But most importantly they were a virgin territory yet unaddressed by any brand in the category.
We handpicked 60 KOL'S based on age, preferences and interests to fit our target but most importantly for their sincerity and we lent them the car for a couple of days. The results were amazing in terms of engagement, reach and brand love. All of them posted actively on their social media profiles documenting their particular experience.
