When it comes to the social media landscape, luxury automakers have historically played it safe with sleek car shots and product-focused messaging.
As a newer player in the crowded luxury car space, Genesis lacks awareness, familiarity, and consideration with buyers and intenders. Our challenge is to break through their noisy, overcrowded feed and differentiate the brand's social expression from the competition.
Our goal was to drive Genesis brand awareness and familiarity with new luxury audiences. To do this, we developed an art series that demonstrates how these vehicles are works of art in and of themselves.
Across Genesis’ social channels, we launched a campaign of hyper-real CGI spots created with the help of FutureDeluxe. Each opens on a sculpture made from balancing different Genesis vehicle parts. The sculptures evoke a sensation of calm amidst the noise of the feed, inviting the viewer to dive deeper and examine their automotive details. Then, with a smooth camera pan, we reveal the corresponding Genesis vehicle. Each sculpture is set in its own environment with a unifying texture and color scheme, supported by atmospheric sound design to enhance a sense of discovery. In both Paid and Organic executions, we play to our audience’s affinity for art by highlighting the hero sculptures with unique elements for TikTok and IG Reels. We encouraged engagement through tactics such as a poll, and a “making of” video.
The social campaign led to an 80% increase in reach. It drove the highest volume of views and received 329% higher average video views per post. Lastly, it accounted for a third of the total three-second video views, thruplays, and total video views.
