Porsche USA — Community ManagementBuilding Porsche USA's social voice, and a community strategy that helped add 218K+ followers across TikTok and Instagram.
Porsche USA's social channels needed a consistent voice.
The task was to define that voice and put it to work in the comments.
I developed Porsche USA's official social tone of voice and presented it to the client and executive leadership. Then I built the community management strategy behind it: always on, early to the conversations that are taking off, and only where the brand belongs.
01The voice: the Co-Conspirator
The obsessed friend inside the culture, not the brand outside it.
The Porsche USA community is an "if you know, you know" community: people who share a real love for the cars and speak the same language about them. The voice had to sound like it belonged there, so I built it on three traits, each paired with a guardrail that keeps it on brand.
Obsessive
Not unhinged
Love the cars as much as the community does and know them just as well, without losing the polish people expect from Porsche USA.
Confident
Not pretentious
Carry the quiet confidence of a brand that knows it's the benchmark, with short, knowing replies that never need to brag or explain.
Playful
Not reckless
Join the joke, but never at the expense of the cars, the community, or the brand.
02A playbook for each platform
The voice stays unmistakably Porsche, but how and where it shows up changes by platform. Across both, the earlier we join a conversation, the more the comment is seen as the post takes off.
TikTok scales
Volume drives visibility
The algorithm rewards frequency and speed, so we comment early and often on Porsche-relevant videos, including ones from people who don't follow us, to reach well beyond our own channel.
Instagram curates
Relationships drive distribution
The platform rewards familiarity, so we focus our comments on the creators, partners, and events Porsche USA already works with, where showing up in their comments strengthens those relationships.
03TikTok in action: comments that scaled
The TikTok playbook at work. These comments landed early on fast-growing videos from people outside our community and grew with them, each reaching hundreds of thousands of likes. Short, witty, and in on the joke, they read like the community wrote them.
04Instagram in action: comments that built a relationship
The Instagram playbook at work. By consistently showing up in the comments of Don Toliver, a Porsche USA partner, we deepened the relationship, and he shared two of those comments to his Instagram Story, putting Porsche USA's voice in front of his own audience.
Our "E85 🤝 918" comment on his "That Gas High" Story
Our "Massive." comment on his reel
Results
100K+
Likes on my comments each week
285.8K
Likes on a single comment, my most-liked
+109.4K
TikTok followers added, with community engagement supporting the growth
+108.8K
Instagram followers added, with community engagement supporting the growth