Exploring NEV audiences
We partnered with a luxury NEV car maker whose sales were lagging in the competitive Chinese domestic market. The brand wanted to find a cost effective way to target a progressive demographic that would be attracted to its limited offer and concurrently act as brand amplifiers. The brief was to define an under leveraged creative class.
Through a network analysis of social data we focused in on interior designers and photographers as a creative class who share similarities with the production of the NEV through operating with engineered tools and hold relevant influence in spatial design and visual culture online.
Delivering a tight media and collaboration strategy to brief advertising, media and influencer partners, the brand saw a 471% increase in sales from 2020 to 2021.
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