BMW X PGA 2024 - 20 YEARS

The BMW PGA social campaign took place in September 2024. Now in its 20th year, the BMW partnership with the DP World Tour gave visitors another memorable experience. All the latest All-Electric models, as well as M models, including the new BMW i5 Touring and the new BMW M5 Touring, were on display.

Working jointly on the creative, my role involved ideating content for talent, including Sam Thompson, Tony Bellew, Helen Skelton, Max Fosh and Big Wedge, plus owned content across the channels, including concepts, shot direction, and storyboard commentary. 

The brief and goal? To bring the event to life through a festival feel and attract fans beyond golfing enthusiasts. 

MY ROLE IN DETAIL
The initial framework strategy based on frequency and channels
Developing the majority of concepts, talent, and owned content across 14 pieces of content
Storyboard commentary and direction were brought to life by our creative
Initial shot direction, which was brought to life by our creative
Recommendations on talent for owned content - specifically, Helen Skelton - to generate awareness of the event to a female audience. Her content generated over 2.4 million engagements and over 192k video views. 

THE RESULTS
With 43 publications, the 2024 campaign outperformed on impressions and video views YOY and generated;
Over 2.21 million impressions
21.2k engagements across key social channels

Project Tags

Companies

Media.Monks
- Advertising

Skills

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