The Business Challenge
Porsche’s fastidious approach to developing its cars is reflected in the way the Porsche Brand is managed, setting a sports and luxury sector benchmark for the global car industry.
However, the growing gap between online practice and retail reality across luxury markets drove Porsche to seek a new way of telling the Brand story to generate engagement and drive purchase advocacy at every touch point.
Porsche needed to address three critical marketing challenges:
Engaging Content – Bring the Porsche brand story to life by making current, relevant and engaging brand content constantly available at the customer decision points
Rapid Distribution – Enable rapid but controlled content distribution from the heart of Porsche to the global markets and through to the individual retailers, ensuring engaging quality at every point of the customer journey, both on and offline.
Purchase Advocacy – Harness the power of constantly evolving global brand stories with content from fans, considerers and customers, building trust, advocacy and purchase consideration.
How StoryStream Works For Porsche Live
Using the StoryStream API, Porsche set up 3 tiered levels of storytelling, reflecting their global web structure: HQ, Markets and Dealers.
The StoryStream platform enables the mix of global Porsche Brand, influencer and user-generated content to be intuitively curated and instantaneoualy published on both the porsche.com and international market homepages.
International markets then access their specific StoryStream, using the StoryStream CMS, LaunchPad, to blend powerful market relevant content with the core global brand content. The Porsche ‘Market’ Live StoryStream ensures that the customers and considerers always have a rich source of relevant engaging content to draw upon to shape their purchase decision making.
At the retail level the Porsche Centre Live concept ensures that the quality, consistency and impact of the core Brand and Market message does not drop off at the point of sale. The retailer is able to use the intuitive StoryStream CMS to add local market relevant sales and CRM content, on top of the foundation of the core Porsche Live story. As a result, the Porsche Centre’s website is transformed from ‘digital business card’ to a live and engaging destination for the ‘always on’ customer and considerer. Additionally, in-showroom screens featuring Porsche Live ensure consistency between online and offline customer touchpoints, whilst also highlighting the role of customers, considerers and employees as co-creators of the developing Porsche story.
Engagement – Porsche Live has consistently delivered a 350% uplift in dwell time in direct comparison with equivalent static content on porsche.com (source – Porsche AG/StoryStream).
Distribution – Porsche Live ensures that the best Porsche Brand, influencer and audience content can be immediately published across the global HQ/Markets/Dealers distribution chain, resulting in significant marketing cost savings.
Purchase Consideration – 54% of car buyers are using user-generated content to shape their purchase decision (Ipsos Mori 2014). Porsche Live ensures that engaging, relevant and timely user-generated content is always present at every customer offline and online touchpoint, driving purchase consideration and owner advocacy.