MSL

London

Conversations behind car doors

RENAULT

With the insight that cars are the new kitchen tables, where families have their most engaged conversations, we worked with Renault to create an ‘always-on’ content programme that shared those intimate, often hilarious, family conversations that take place behind car doors.

Using a zeitgeist-y dash-cam video format, the #BehindCarDoors campaign enlisted the help of influential parenting Instagrammers Mother Pukka and Father of Daughters to position the Renault Scenic as the ultimate family car.



 

During the course of a year, the influencers produced monthly videos about their family lives #BehindCarDoors, sharing them with their followers. We created for Renault an online hub that aggregated the content.

MSL also surveyed 2,000 parents whose real-life stories gave us a real understanding of how parents interact with their children when driving. The results were used to create infographics and generate earned media coverage. We worked with Dr. Linda Papadopoulos to analyse the results and increase awareness through media interviews.


 

1,000   

Views in the first 60 seconds of Father of Daughters post

 

233m   

Total press coverage reach so far

 

282k   

Combined engagements for #behindcardoors content posted by the influencers

 

318%   

Exceeded KPIs for Mother Pukka's first piece

 


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