Challenge
Maximising impact through influencer marketing for the Polestar 5 launch
Our challenge was to boost the launch of the Polestar 5 on the global stage, using coordinated, high profile influencer marketing to expand coverage at IAA Mobility Munich. By delivering a focused automotive marketing campaign with leading content creators, we set up the event as a cultural moment that aligned with the aspirations of Polestar as a brand.
Client
Polestar
Sector
Automotive
Services
Generating cultural marketing
To build strong partnerships with selected influencers, the big group team developed a shortlist of high profile automotive and fashion social media creators. Through in-person meetings and ongoing collaboration, we understood precisely what would make their jobs easier. We then designed and developed a comprehensive approach that aligned perfectly with Polestar as a brand to generate modern, aspirational content and imagery across multiple media spaces.
Seamless influencer management
We negotiated every detail before the event kicked off, including reducing fees, organising transport and accommodation, and developing a collaborative way of working that made creating and posting content swift, seamless and synchronised.
Working closely with the creators, we built trust and understanding, giving them the freedom to generate and share content how they wanted.
Solution
Amplifying the Polestar message
Through end-to-end management, we gathered leading creators together in Munich to amplify reach and drive brand storytelling around Polestar’s design-led electric future.
Careful creator handling
Our team managed every detail, working closely with creators and their agencies to smooth out any bumps in the road. Our responsive management helped deliver a campaign that added a new dimension to the traditional journalist-led coverage of the launch.
Adding value at every step
We made sure that the influencers felt highly valued, negotiating contracts that included inviting their ‘plus ones’ to the event and giving them exclusive access to the Polestar 5. This included access to the Gold Carpet VIP launch event for an exclusive preview over two days. Our creators could also enter the Polestar Experience Lab – an interactive showroom that enabled up-close capture of authentic, stylish content with the Polestar 5 as the hero.
Driving the narrative
By working closely with Polestar and our creators, we coordinated content and channels to meet the campaign objectives. We gave our influencers exclusive access to the car and a free hand to create content the way they wanted, helping our client reach a diverse new range of followers. Through professionally managed and carefully curated brand storytelling, Polestar gained access to a much wider audience.
Putting active storytelling at the core
By positioning the influencers as active storytellers creating content in the moment and delivering it live to their followers, we positioned Polestar as a brand in touch with their consumers and in charge of their narrative.
Our role was to be the pivot between client requirements and creator demands. This ensured that both parties achieved what they wanted and introduced Polestar to a new and modern way of publicising product launches. By working how amplified awareness across a new range of followers.
Defining the deliverables
Through close collaboration, we agreed the deliverables beforehand in terms of volume and frequency – without creative control. By building trusted relationships with the creators, all parties understood what was needed in terms of tone and ways of working, an approach that led directly to a highly successful activation.
This level of trusted flexibility was enabled by the close relationships we had built, which resulted in delivery of content that aligned with Polestar brand expectations whilst giving the influencers creative control.
Results
Setting the launch up for success
Our creator-led approach gave energy and impetus to the unveiling of the Polestar 5 and impacted a much broader audience than the traditional routes available. Our event organisation ran seamlessly and secured glowing feedback from both client and creators, with Polestar praising our management and dedication to helping deliver such authentic content.
Active engagement
Live feeds and curated content hit the mark for Polestar, with Stories performing strongly and reaching 15-30k views, including non-follower views of up to 75%. Active click-throughs to view behind-the-scenes imagery built real excitement around the brand.
The key success of the activation was the authenticity of it. Without controls over their work, our creators could tell the real story behind the launch – one that really resonated with their followers and Polestar. With exclusive access across the launch, their content highlighted Polestar’s aim to drive progress and create a better future.
+326k
total story views
+10k
engagements
75%
non-follower views
Thanks BG team for everything! Hope you get some good rest now.
Brent Ellis
Global Events
