Objective

To concept social-specific content that aligns Genesis to fashion, to be posted during the Fashion Week season.

OBJECTIVES

• Drive awareness and consideration for Genesis and its trifecta: design, technology, and hospitality, through the lens of fashion
• Develop contextual, lifestyle-driven narratives that attract our target market, the Luxury Disruptor (affluent, cultured Millennials)

Strategy

Our Fall 2023 Genesis campaign (#LuxeIsInTheDetails) celebrated all the thoughtful and innovative details of our SUVs that truly make Genesis unique. To bring this idea to life contextually for our target market, we sought to parallel this idea of details with one of their biggest passion areas: fashion. Our idea was to develop a contextual New York Fashion Week inspired concept that brought forth a social-first fashion look and feel, featuring the Genesis GV60. 

Knowing how exclusive and new the fashion category is for Genesis, some of the key challenges we had to consider were: 

• Intentionally show up in the fashion space in a way that makes sense for the brand
• Create content series that connects fashion and aligns with the launch of the larger Luxe is in the Details campaign.
• Highlight the GV60, the brand’s award-winning and first all-electric SUV,  in a creatively driven lifestyle way

To accomplish this we focused on creating vertical video for TikTok and Instagram. Rather than traditional video capture, we created the video using hundreds of high resolution still images. Talent was outfitted in designer wardrobe, styled by a celebrity stylist complete with coordinating nail art.

 We made it luxe. And we made it fashion.

Results

• Video content received a collective 2.2 million views across Instagram and TikTok, which is above benchmark, and over 5500 engagements.  
• The community responded with praise for this fashion-forward aesthetic and commentary on the beauty of the GV60. Comment highlights: 
  • 🔥🔥🔥🔥🔥 can't wait to get mine!!! It's a lifestyle
  • Rose Gold omg omg omg omg omg!
  • 😍😩 y’all are about to make me upgrade to this one
  • It's the nails for me. 🔥🔥🔥🔥👏👏👏👏

Media