Timeless style deserves a red carpet. Ours is asphalt.
In early 2024, Porsche launched the latest in their electric lineup: the all-electric Macan. To ignite interest and drive sales, Porsche sought a campaign as electric as the vehicle itself. A stalwart in culture, Porsche sought to capitalize on the cultural buzz of fashion's biggest night and highlight the alignment between the fashion world and the brand’s design DNA. In partnership with media agency PHD, C-K developed an integrated campaign that created a distinct moment for the brand. Collaborating with Marketing Communications, Experiential and PR teams, we partnered with Vogue and fashion's biggest night for Fashion’s Biggest Night, celebrating the Costume Institute’s “Sleeping Beauties: Reawakening Fashion” exhibition.
Objectives:
This partnership aimed to bring awareness to the new Macan and amplify the Porsche brand amongst two key groups which include women and a younger demographic that isn’t financially ready to buy a Porsche but may be able to in the future. Both are ambitious, luxury-minded and image-conscious. To measure success, we defined four objectives:
Porsche set out to bring the all-electric Macan to new target groups, prioritizing women and younger audiences.
Recognizing the purchasing power women wield—particularly in luxury markets, where they influence 85% of car-buying decisions (NPR)—we saw an opportunity to align with fashion, a key interest for this demographic. Additionally, our target audiences have an interest in sustainability, a key selling point of an electric vehicle. Among younger generations, sustainability is key. Surveys show that Gen Z consumers are highly attuned to sustainable fashion and are more likely to support brands that align with their ethical values (MDPI)(Statista).
And finally, fashion’s biggest night presented the perfect cultural moment for Porsche, a design-led brand. Generating four times more social searches than the Super Bowl and twice as many as the Oscars, the event provided a unique platform to amplify the Macan’s launch.
Porsche partnered with Vogue to become the “Official Electric Vehicle” of the Fashion’s Biggest Night, leveraging this event to amplify the all-electric Macan launch. This included naming rights for the fashion event, custom content with Vogue and celebrity collaborations.
Porsche’s partnership with Vogue drove cultural relevance through custom content and celebrity collaborations. We worked with designer Cate Holstein of Khaite, whose artistry was showcased in exclusive video content aired during the livestream, and actor Nicholas Galitzine, who starred in a “Get Ready with Me” video culminating in his Macan-driven arrival at the event.
Beyond this, Porsche extended the moment into the streets of New York City. The all-purple Porsche Icon Rally, led by the Macan in its signature Provence color, turned the city into a moving fashion spectacle. The celebration culminated at Soho House New York with an "Electric Garden" after-party, hosted by actor Barry Keoghan and featuring a live performance by British songstress Raye. An exclusive pre-party PR dinner welcomed content creators and influencers, further amplifying the moment.
By merging automotive innovation with fashion’s biggest stage, Porsche created a campaign that was both culturally relevant and uniquely its own. The all-electric Macan became more than a vehicle—it stood as a statement of artistry, sustainability and modern luxury.
Porsche x Fashion's Biggest Night successfully introduced the all-electric Macan to the U.S. market, achieving 68M impressions on Vogue properties, 17.8M impressions across social channels and 20.4M in PR net reach. Porsche U.S. social channels experienced a 10% increase in followers during the event, indicating strong engagement with content. The campaign also led to 63,000+ visits to the Macan model page and 18,000+ sign-ups for the Macan Insiders exclusive newsletter.
Earned social conversation drove 4.8M views on TikTok and 1M views on Instagram. The official Porsche after-party at Soho House New York welcomed more than 400 attendees, with 40+ ride-alongs in the all-electric Macan. Content coverage of the event had a combined reach of more than 33M followers.
Objective 1: Underscore Porsche’s commitment to design
Objective 2: Leverage Met Gala excitement
Objective 3: Elevate conversation in fashion
Objective 4: Expand reach to new audiences
All in all, it was an electric campaign that created a significant impact for the Porsche brand.
