fbpixel Genesis #MakeTheGameYourOwn - MG Empower
Bumble
Genesis
#Genesis #MakeTheGameYourOwn #Genesis #MakeTheGameYourOwn #Genesis #MakeTheGameYourOwn #Genesis #MakeTheGameYourOwn
Markets
USA
#Genesis #MakeTheGameYourOwn

Driving brand affinity and awareness by tapping into niche audiences for Genesis.

Genesis, the luxury car brand, was looking to further build positive brand association tapping into their golf partnership as one of the top PGA sponsors and turned to us to develop a multi-phase campaign which delivered just that. We used our expertise to create a ten month always-on integrated influencer marketing programme that paired the brand with golf-focused influencers, sharing diverse content narratives helping to authentically communicate the brand’s message within the golfing community while championing the brand’s state-of-the-art technology. And with smart influencer casting, the support of our studio to create outstanding content and the amplification of our paid media team, we deliver results beyond expectations.

45789.89012 M
IMPRESSIONS
23 %
ER
12123 %
CPM OPTIMISATION
Challenge.

Challenge.

Deepen brand affinity with the golf community through an integrated influencer program as the premier sponsor of the PGA tour.

While Genesis has been one of the title sponsor of the PGA tour for a little while, the brand was looking to build deeper engagement with the golf community while highlighting their cars and technologies. There is a great alignment between the brand’s target market and the community but Genesis was looking to be seen even more as part of it rather than just a sponsor.

 

 

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Strategy.

A diverse team of digital talents empowered authentic storytelling to position the key values of Genesis.

We selected a cast of ambassadors and amplifiers with authority within the golf community across the US, to develop stories around their passion for the sport in order to inspire communities and build brand association through our #MakeTheGameYourOwn program. The core message was built to resonate with the audience and translate the connection Genesis has with their daily lives, reinforcing it as a brand that enables experiences and is keen to disrupt the status quo.

 

Strategy.

Content production, event coverage and amplification strategy led by our MG Studio and MG Media teams maximised performance and audience insights.

The iconic Genesis Invitational event in Los Angeles kicked off the calendar. Our in-house MG Studio team of videographers and producers worked directly with the influencers across two weeks of production in LA to cover their experiences on the gold course, as well as produce the storytelling featuring the car. The curated post production process was blended with MG Media capabilities, pivoting the strategy to achieve smarter results based on real-time tracking of content performance.

 

The data-driven strategy focused on authentic storytelling supported Genesis positioning, leveraging from high-level engagement to penetrate the golf community.

The positive brand sentiment generated reflected the audience’s perception about the long-term storytelling developed, positioning Genesis as a brand that celebrates diversity within its industry – especially by challenging the traditional portraits of golf, a formerly male dominated sport. Additionally, the agile approach enabled the us to overachieve the overall ER by 0.06% and optimise the the CPM by 23%, compared to industry and market benchmark.

 

 

 

 

Results.
  • Genesis_7
  • Genesis_6
  • Genesis_5
  • Genesis_4
  • Genesis_3
  • Genesis_2

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