The Challenge

Our challenge was to develop a phased pan-European launch across three key markets (Germany, Switzerland and the UK), from pre-populating channels with teaser content through to discovery, awareness, education and retention. We needed to build up followers at pace and attract new prospects – starting from nothing.

The Solution

Prioritise brand-building and awareness – we focused on driving brand penetration across key audiences and creating desire via social media teasing the brand before it arrived in Europe.

Feeding the funnel – support tactical, lower funnel opportunities such as visits to the mobile lounges and studios, and booking of test drives

Grow and maintain an active and engaged community via influencer partnerships, reactive and proactive community management and build a base of Genesis advocates. 

The Impact

The innovation in our social strategy, the elevated beauty and individuality of our content and the unique collaboration of our influencers and new ambassadors saw Genesis Europe social media channels, within a year, become a major content platform for the global Genesis brand:

By the end of ‘21 we had secured a daily average of 85 incoming mentions about Genesis cars across our platforms – way above expectation – 24% of which were enquiries about the specific models which enabled us to convert warm leads into test drive bookings, originating from social engagement.