Art direction, social planning/strategy and director of photography and film for Genesis at the Concorso d’Eleganza.

The Concorso d’Eleganza is a time when brilliance and radiance from yesteryear come together. Genesis wanted to use this event to launch their concept car – Genesis Essentia Concept, which not only represents the future of Genesis and automobiles but offers a glimpse into future years of the Concorso d’Eleganza.

This event was the ideal platform for this launch, and with the support of a robust and strategic social media campaign, we were able to reach the desired audience for this brand. Our team were on site producing the most stunning content (photography and video) over the weekend, which we then posted live throughout the four day period.

The style of our posts and messaging fell in line with the Genesis brand, luxurious, audacious and desirable. The campaign targeted ten markets worldwide, with a goal to reach as much of the auto influencer audience as possible, while collecting likes and shares and keeping the frequency at or below three times per user. Overall, the chosen strategy for the organic and paid content campaign was entirely fitting to the brief. We aimed for a high engagement rate and wide reach, and the results for both were outstanding. The campaign reached 7m+ targeted users on Instagram, with an overall engagement rate of 32%, which was 16x higher than originally planned. This campaign achieved the highest engagement rate of any that Genesis have previously activated.