THE PROJECT
From collaborations with influencers to sustainable dining guides and the release of new, luxury models, BMW’s communications cover a wide range of topics within the premium, luxury and sustainability sectors—all of which need to be delivered in the BMW tone of voice.
MY ROLE
Over the course of a year, I produced copy for a number of social posts, and CRM campaigns, including their monthly newsletter sent out to over 1 million people.
THE WORK
Considering the reach and identity of the BMW brand, every campaign had to conform to a set of brand guidelines that were slightly adapted to suit the nature of the project and its intended audience.
I wrote the copy for each campaign, which was then designed and produced by the creative agency, FCB Inferno.
The various newsletters were sent to people based on their interests. Each one shares an array of stories and features from company updates to product launches, sporting events, art and culture, and other newsworthy items.
As such, the copy followed the brand guidelines and tone of voice but was slightly adapted depending on the email content and type of audience. It highlighted different elements of the brand from power and performance to sustainability or luxury components.
Social
The social media activity featured a mix of organic and targeted campaigns, with a variety of copy styles to follow suit.
Some campaigns were written in tandem with influencers working on the project, others were short and snappy for IG stories, whilst others offered more detailed captions where user dwell time was higher.
FULL CREDITS
- Agency: FCB Inferno
- Lead Social Creative & Senior Art Director: Greg Harvey
- Lead Social Creative & Senior Copywriter: Mike Mackenzie
- Senior Account Manager: Sian Pearson
- Head of Resource: Pip Foster