Maserati: Redefining media strategy to increase brand engagement

Luxury car-maker Maserati created a member-get-member social media campaign, with WeChat as its central platform, to drive engagement and sales in China.

Campaign details

Brand: MaseratiBrand owner: Fiat Chrysler GroupAgency: Fugumobile LimitedMarket: ChinaIndustries: Livestreaming, Mobile & apps, Online video, Sales promotion, Search marketing, Social media, Word of mouth, influencersMedia channels: Luxury automotiveBudget: Up to 500k

Executive summary

Maserati, the luxury car marque, had witnessed a significant decline in sales from the Chinese market in 2018, thanks to various factors.

The company was aware of the market potential offered by China and wanted to increase its brand engagement among owners, prospects and fans.

The brand used WeChat as a central...

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