BMW Social Media
and Inspiration Hub
Bridging the gap between retail and reactive content
Identifying a disconnect between client assets and social trends, I proposed a strategic shift in how we supported our retail partners. While they were proficient with brand guidelines, they lacked the "creative lens" needed to capture social media attention.
I developed and pitched a comprehensive internal initiative to transform our agency’s role from passive asset providers to active creative mentors. This involved:
Concept Development: Rethinking product placement through a lifestyle lens (e.g., applying "Get Ready With Me" tropes to the automotive sector).
Stakeholder Buy-in: Presenting data-backed findings to department heads to secure resource allocation.
Retailer Enablement: Creating a platform to motivate and inspire retailers to create content efficiently as possible, and equip them with the knowledge and tools to do so.
Production Oversight: Leading the end-to-end workflow from storyboarding and shoot execution to the development of a digital "Inspiration Hub" for retailers.
Proposal video
We created a proposal video showing our proof of concept to play during our presentation to the client. We chose to present with a video to practice what we preach - to show the impact of video.
The client instantly approved the proposal ad he BMW Account Manager shared the following: “The clients loved it! I’ve never seen such a universally positive reaction to something!”.
The steps leading up to the video can be seen below, from initial concepts to the creation of the BMW Inspiration and Social Hub.
Concept Development
Our initial concept took shape on Miro, providing a collaborative space to mind-map the strategic shift for BMW’s digital presence.
This came about due to us tuning in to brands and seeing how they are adjusting their content to better match their audience's desires. Social media is no longer for business; it’s about creating engaging content that keeps customers intrigued and encourages interaction.
Our regular reviews of BMW and competitor brands across social platforms highlighted the gaps where BMW retailers could be filling with engaging content -- content that is relevant, timely and trending -- all the things that make social media the place for brands to interact with their customers.
The focus shouldn't be solely on the car models themselves, but on showing personality, showcasing the BMW outside of purely being a car, and capturing viewers' attention with more frequent posts. This approach would boost the brand’s reputation and build a stronger relationship between the retailer and the viewer.
Our goal is to inspire retailers to feel confident in creating content that's quick, easy and engaging to help build their online presence and following. This will include everything from short-form video ideas to tips on boosting engagement with potential customers. The content will be easy to create quickly and will cater to different confidence levels.
Capturing Content
The production phase began with storyboarding and preparation, ensuring every concept was optimised for a successful shoot day. By mapping out the visual journey in advance, we were able to utilise the limited time at the retailer site, and ensure we don’t disrupt day-to-day activity.
Hub Asset Production
To bring the strategy to life, we developed a series of profile-ready storyboards and instructional videos. This process relied on a collaborative workflow, integrating animation and voiceovers to create "how-to” videos, helping those retailers who aren’t so familiar with social platforms.
The BMW Social Hub
We created a new hub which to empower retailers. The hub contains “how-to” videos, content inspiration, as well as practical capture tips and technical guidance. To maintain momentum, we also integrated key engagement metrics to demonstrate the real-world value of a consistent and creative social activity.