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Challenge

After opening the new Porsche Experience Center (PEC) LA and introducing new Porsche models, the high-end auto manufacturer sought to generate greater brand awareness among its core audience of Porsche enthusiasts and engage a new audience of younger auto enthusiasts (including millennials and women) while remaining true to the Porsche brand.

Subsequently, Porsche aspired to branch out from its usual marketing methods and adopt Snapchat geo-filters centered on the LA Auto Show to pique interest and expand its reach. Porsche also sought to generate high conversion rates, views and swipes to showcase the value of Snapchat for key Porsche events.

Strategy

One of the key elements of the Porsche brand is its authenticity; Porsche partnered with Resolution Media and Cramer-Krasselt to develop a strategy to engage a mass audience without losing that authenticity. To do so, the team:
• Designed four different creative versions of Snapchat geo-filters highlighting the Porsche models and the new PEC LA
• Planned to rotate one filter per day of the LA Auto Show to determine which had the highest conversion rate and overall impact on the user

Execution

Kicking off at the LA Auto Show, Porsche, Resolution Media and Cramer-Krasselt deployed one of the unique Snapchat geo-filters per day, highlighting PEC LA and the new Porsche models, with success determined by conversion rate and total Snapchat views/swipes. The team flighted the filters by showcasing the PEC LA primarily during the press days while focusing on the Porsche models during the Auto Show days.

Results

Overall, Snapchat was successful and proved to be a valuable platform for Porsche in regard to the event, generating strong awareness for users at the Auto Show and far beyond LA. The Snapchat filters performed efficiently with:

• A conversion rate of 18% during press days
• A conversion rate of 26% for the LA Auto Show
• 486K unique views (number of individual users who viewed a Geofilter in a Snap or story post)
• 802,673 total views (appearances of a Geofilter in direct snaps or stories) from the filters
• The value of earned views was instrumental in pushing awareness of the PEC and the new Porsche models
• The filter specifically calling out the LA Auto Show delivered the strongest conversion rate of 42% (highest conversion rate Snapchat has seen to date)