Summary
The Challenge
With the insight that car journeys are redefining the concept of family time in today’s hectic life, we worked with Renault to create an authentic ‘always-on’ influencer programme over a 12-month period.
The Solution
Inspired by James Corden’s ‘Carpool Karaoke’ dash-cam video format, the #BehindCarDoors campaign revolved around an entertaining online series that showcased real life in a family car. We enlisted the help of influential parenting Instagrammers Mother Pukka and Father of Daughters, working with Publicis to create a trailer video to highlight the partnership. Throughout the one-year campaign, their Renault Scenic cars are rigged with dash-cams to produce monthly videos about life #BehindCarDoors, housed on a campaign site.
We also surveyed 2,000 parents whose real-life stories gave us a fascinating understanding of how parents interact with their children when driving. The results were used to to create infographics and generate earned media coverage. We worked with Dr. Linda Papadopoulos to analyse the results and increase awareness through media interviews.
The Results
- 1,000 views in the first 60 seconds of Father of Daugters posting te brand hero content.
- 233m total press coverage reach so far.
- 282, 000 combined engagments for #BehindCarDoors content posted by the influencers.
- 318% exceeded KPIs for Mother Pukka first piece.
