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Behind Car Doors

Overview

#BehindCarDoors is a campaign is fronted by U.K.’s leading parenting influencers Mother Pukka and Father of Daughters, who are recording their experiences of life inside a family car.

Client Renault UK
Region EMEA
Practices Consumer Marketing

The Challenge

To create an influencer communications campaign for the Renault Scénic that directly reaches the cars core audience demographic.

The Solution

Offer a candid view of how the All-New Renault Scénic is equipped to handle the trials and tribulations of family life in ‘Behind Car Doors’. Enlist two Instagram influencers to take part in a year-long experiment in which their family interactions are recorded on dash cams and mounted cameras. The objective was to highlight how the car has replaced the dining table for quality family time.
Through a survey and a year-long social experiment featuring U.K. top two online influencers (Mother Pukka and Father of Daughters) are working with Renault to understand the importance of family time in the car as a place for quality conversations and as an environment for families to thrive.
Our influencers act as a “focus group” to put the findings from the survey to the test. A hero video kicked-off the experiment and monthly editorial content will support it together with a brand new Renault Content Hub that will host the entire project.

The Results

PR over achieved its full campaign KPI by +10% while Mother Pukka’s first two videos have over delivered by a combined +150%.

The campaign was featured on a variety of publications like Campaign U.K., Netmums (reach: 8,500,000), Yahoo Style! (reach: 6,000,000), Iol.co.za (reach: 2,789,970), TheDrum (reach: 15,000), Iceni Magazine (reach: 12,500), Automotiveblog.co.uk (reach: 21,300), Motherhood: The Real Deal (reach: 11,070), Parenting Talk (reach: 31,000) and Chopsy Baby (reach: 60,000).

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