Executive Summary Challenge: The challenge was that the Driven Youth Potential audience that Porsche identifies as consumers ages 18–29 is very familiar with the parent Porsche brand, but they are unaware of the Porsche Track Experience and what it has to offer. Similarly, there was very low engagement with the Driven Females audience. These two audiences are most prevalent on Instagram, but PTX lacks a cohesive social media presence, leading them to miss out on an opportunity to appeal to these consumers and set PTX apart from the other Porsche Experience Centers in L.A. and Atlanta.
Navigating Speedbumps
Strategy: 91% of the Driven Youth Potential audience values outdoor experiences, and 69% subscribe to both adventure blogs and the established Porsche global brand. The interests of the target market lay the foundation for PTX to connect with them and we have created a cohesive virtual voice for PTX in order to communicate all they have to offer. We implemented more photos and videos of customer interaction, highlighted the world class instruction, generated more stylized and dramatic content to appeal to the Driven Female audience, and scaled back on photos that solely displayed the Porsche vehicles themselves, ultimately creating a new image for PTX that properly conveys the full experience, setting PTX apart from their parent brand.
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