What is BMW Group Culture?
BMW Group Culture is a division of BMW focused on BMW Group's ongoing commitment to creative cultural initiatives around the world. BMW Group Culture is involved in BMW's Art Cars, ArtBasel, BMW's Art Journey, BMW's Art Guide, and more.
Organic Growth Goals
BMW Group Culture wanted to increase its organic exposure across social. They needed a team that could integrate their current initiatives with the deep history behind BMW. We crafted series of content around specific initiatives BMW was working on while utilizing Instagram story questions to further increase engagement and participation amongst the BMW community.
Our social media strategy & content creation consisted of:
19-post BMW Art Car Series
We ideated a campaign around the history of the BMW Art Car, from 1975 to the present day.
Artist Diaries Series
A mini-video series, we cut and edited how BMW artists were spending time at home during COVID.
BMW Art Journey
We showcased Lu Yang's Art Journey.
BMW Architecture Series
We created a mini-series around BMW's architecture projects, including the BMW Welt.
SOHO House & Futura2000
We worked with multiple 3rd parties, including SOHO House and Futura, to create and publish content.
BMW Art Car Campaign
A 19-part series highlighting every BMW Art Car ever created: from Alexander Calder's BMW 3.0 CSL in 1975 to Cao Fei's BMW M6 GT3 in 2017.