Porsche USA — Cayenne Turbo ElectricBringing three families to the Cayenne Turbo Electric's global launch event in Portugal to show it's the car for any adventure, driving 1.41M views.
Porsche held the global launch event for the Cayenne Turbo Electric in Portugal, and each Porsche market was tasked with bringing creators. Other markets brought lifestyle influencers and micro-celebrities, which made the buzz about the person attending.
The task was to bring creators who would put the focus on the car and show the true versatility of the Cayenne Turbo Electric: Porsche USA's most powerful car on the market, with the quickest 0–60 time, that still works as a family car.
Porsche USA's answer was families. The brand brought three couples and their young children to Portugal to show that the Cayenne Turbo Electric is not only a family car, but fun for everyone, from scenic family drives to rugged off-road adventures. The families also launched it from 0 to 60, and their raw reactions to its power showed what sets it apart from any other family car. Each family brought a different creative perspective, audience, and content style, giving Porsche USA 360-degree coverage of the event.
Three families, three perspectives
Why each family, and what they made
Portugal · 01Riley & Paige Harper
Riley and Paige Harper stood out for their clean lifestyle content. They post with their own Porsche organically, and their feed already fits the Porsche USA aesthetic. They're passionate about photography and take their time to curate incredible shots, which made them the right family for a video-led carousel.
The Harpers' wide-angle driving POV showed off what the car can do, with scenery-first shots that captured the scale of the event.
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Portugal · 02Eric & Ally Kendricks
@erickendricks · @allykendricks
Eric and Ally Kendricks were a perfect fit because Eric is constantly outspoken about the brand and his GT3 RS. He publishes tons of organic content about how much he loves his car, and as a football player, he's always putting his teammates onto Porsche cars and documenting life as a member of the Porsche community. He's also great at posting in real time and capturing his raw, unfiltered reactions, which made him a natural fit for live IG Stories during the event weekend.
Eric's collab Reel brought his family's weekend in Portugal to his audience.
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The Kendricks' collab carousel captured the family's adventure with the Cayenne Turbo Electric.
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Portugal · 03Jordan & Stefania Sanford
Jordan and Stefania Sanford were the right fit for Jordan's blend of automotive and family content. His videos with his kids and his cars consistently go viral, and he's great at making social videos with strong hooks that make you feel like you were at the event, experiencing it yourself.
Porsche USA also contracted Jordan for a long-form YouTube video, because YouTube gives his audience room to go deeper than a Reel can.
Jordan's collab Reel used a strong hook to put viewers at the event with his family.
View on Instagram ↗
Jordan's raw, unfiltered reactions to the car's power give anyone considering it a full, first-person look at what it's like to drive.
View on YouTube ↗
Portugal · 04Live from Portugal
Throughout the event weekend, the families' IG Stories were reposted to the Porsche USA Instagram, 38 in total, so Porsche USA's followers could experience the event in real time from three different perspectives. The Story reposts reached 157K views on the Porsche USA channel.
Creator Stories from the event weekend
Portugal · 05Organic love for the brand
Because the families already love Porsche, they posted beyond what was contracted. The Kendricks and Sanfords published 4 unpaid posts featuring and tagging Porsche USA: 2 Reels, a TikTok, and a carousel, adding 156.1K views and 12.1K engagements.
An unpaid Reel from the Kendricks, featuring and tagging Porsche USA.
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An unpaid Reel from the Sanfords, featuring and tagging Porsche USA.
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Jordan's unpaid trip recap carousel, featuring and tagging Porsche USA.
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Results
Each family delivered on its role. The Harpers had the most-viewed post of any family. The Kendricks posted across the most formats and platforms, a Reel, a carousel, TikToks, and Stories, giving people all-around coverage that made them feel like they were really at the event. The Sanfords' Reel had the highest engagement rate of the campaign. Together, that range of content styles is what made the 360-degree coverage work.
1.41M
Total views across Instagram in-feed, TikTok, creator Instagram Stories, and Porsche USA Instagram Story reposts
19.1K
Total engagements across Instagram in-feed, TikTok, creator Instagram Stories, and Porsche USA Instagram Story reposts
70
Posts · 4 in-feed collab posts, 2 TikToks, 26 creator Stories, and 38 Porsche USA Story reposts
156.1K
Added-value views · from 4 unpaid posts by the Kendricks and Sanfords
157K
Views on the families' Stories reposted to the Porsche USA Instagram