Iris Case Studies Revamping BMW's Brand Image through IoT and Impact Marketing

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	Revamping BMW's Brand Image through IoT and Impact Marketing Iris

Revamping BMW's Brand Image through IoT and Impact Marketing

Iris

Technology Category	Sensors - Autonomous Driving Sensors
Applicable Industries	Automotive Consumer Goods
Applicable Functions	Sales & Marketing
Challenge	BMW, a renowned automobile manufacturer, was facing a challenge in expanding its appeal beyond its traditional customer base. The company wanted to enhance its lifestyle credentials and appeal more to women. Despite having a wide range of high-quality products and assets, BMW was not on the radar of a diverse range of consumer journalists. The company was struggling to make its brand more approachable and desirable to media and consumers. The challenge was to capitalize on current cultural trends and create intriguing lifestyle content that would warm up the brand and make it more appealing to a wider audience. Read More
About Customer	The customer in this case study is BMW, a globally recognized automobile manufacturer known for its high-quality, luxury vehicles. BMW has a diverse range of products, from convertibles to luxury sedans and sustainable supercars. The company is committed to enhancing its brand image and expanding its customer base. Despite having a wealth of assets and fantastic products, BMW was keen on increasing its lifestyle appeal, particularly among women, and making its brand more approachable and desirable to a wider range of consumers and media. Read More
Solution	To address this challenge, BMW adopted a two-pronged approach: Sustainability and Impact Marketing, and PR and Influencer Marketing. The company leveraged its diverse fleet of cars, from the glamorous BMW 2 Series Convertible to the luxury new BMW 7 Series and the sustainable supercar, BMW i8, to cater to different consumer preferences. Over eight months, the company drove desirability for the different models through various initiatives. These included a sustainable fashion design partnership at London Fashion Week, a food and wine press trip to Burgundy, hosting a style editor's hen party, and driving celebrities to high-class events. Through these initiatives, BMW managed to get more consumer journalists in their cars than ever before, delivering fantastic returns for the brand. Read More Log in to view content
Contents

Technology Category

Sensors - Autonomous Driving Sensors

Applicable Industries

Automotive

Consumer Goods

Applicable Functions

Sales & Marketing

Challenge

BMW, a renowned automobile manufacturer, was facing a challenge in expanding its appeal beyond its traditional customer base. The company wanted to enhance its lifestyle credentials and appeal more to women. Despite having a wide range of high-quality products and assets, BMW was not on the radar of a diverse range of consumer journalists. The company was struggling to make its brand more approachable and desirable to media and consumers. The challenge was to capitalize on current cultural trends and create intriguing lifestyle content that would warm up the brand and make it more appealing to a wider audience.

About Customer

The customer in this case study is BMW, a globally recognized automobile manufacturer known for its high-quality, luxury vehicles. BMW has a diverse range of products, from convertibles to luxury sedans and sustainable supercars. The company is committed to enhancing its brand image and expanding its customer base. Despite having a wealth of assets and fantastic products, BMW was keen on increasing its lifestyle appeal, particularly among women, and making its brand more approachable and desirable to a wider range of consumers and media.

Solution

To address this challenge, BMW adopted a two-pronged approach: Sustainability and Impact Marketing, and PR and Influencer Marketing. The company leveraged its diverse fleet of cars, from the glamorous BMW 2 Series Convertible to the luxury new BMW 7 Series and the sustainable supercar, BMW i8, to cater to different consumer preferences. Over eight months, the company drove desirability for the different models through various initiatives. These included a sustainable fashion design partnership at London Fashion Week, a food and wine press trip to Burgundy, hosting a style editor's hen party, and driving celebrities to high-class events. Through these initiatives, BMW managed to get more consumer journalists in their cars than ever before, delivering fantastic returns for the brand.

Impact #1	The strategic initiatives undertaken by BMW resulted in significant operational benefits. The company successfully capitalized on current cultural trends and created intriguing lifestyle content, making the brand more approachable and desirable to media and consumers. The PR and Influencer Marketing strategy resulted in more consumer journalists in the cars than ever before, thereby increasing brand visibility and desirability. The company also successfully hosted high-profile events and partnered with sustainable fashion designs at London Fashion Week, further enhancing its brand image. These initiatives have set the stage for BMW to continue its growth and expansion in the future.

Impact #1

The strategic initiatives undertaken by BMW resulted in significant operational benefits. The company successfully capitalized on current cultural trends and created intriguing lifestyle content, making the brand more approachable and desirable to media and consumers. The PR and Influencer Marketing strategy resulted in more consumer journalists in the cars than ever before, thereby increasing brand visibility and desirability. The company also successfully hosted high-profile events and partnered with sustainable fashion designs at London Fashion Week, further enhancing its brand image. These initiatives have set the stage for BMW to continue its growth and expansion in the future.

Benefit #1	Generated over £1M in media value across 80+ articles
Benefit #2	Exceeded target KPIs by over 150%
Benefit #3	Over 55 journalists have taken journeys in the cars

Benefit #1

Generated over £1M in media value across 80+ articles

Benefit #2

Exceeded target KPIs by over 150%

Benefit #3

Over 55 journalists have taken journeys in the cars

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Overview

Revamping BMW's Brand Image through IoT and Impact Marketing

Operational Impact

Quantitative Benefit