Porsche USA — Don ToliverPartnering with Don Toliver, a real owner at his cultural peak, to create Porsche USA's most-engaged organic post of 2026.
At the start of 2026, Porsche USA set out to kick off the year with a statement: a moment that was unmistakably its own and set it apart from Porsche global on social.
Don Toliver was the right partner to make it. He owns multiple Porsches and has long been an organic advocate for the brand. As he released his chart-topping album and headed out on tour, he was a natural way to reach the next generation of Porsche owners and the people most invested in social media.
The goal was a partnership that felt personal to him and gave him every reason to share it with his own audience. So at the FAT Ice Race in Big Sky, Montana, Don raced his own 911 Dakar on behalf of Porsche USA. As the brand's first standalone partnership of the year, it set the tone for 2026: building Porsche USA as a brand, not just running its channels.
FAT Ice Race, Big Sky
The social rollout, in four posts
Don shared every post organically with his audience: he reposted each one to his Instagram Story, reposted it, liked it, and commented on it.
FAT Ice Race · 01Welcome to Big Sky
Porsche USA revealed the partnership with Don the day before the race, before any earned media could. The brand owned the story from the start and pulled in new audiences from the center of culture, keeping them hooked to follow Don's journey all weekend.
"Welcome to Big Sky @dontoliver" opened on dramatic shots of Don in his signature outfits at the FAT Ice setup, made to stop the scroll.
Highest engagement rate of any post in 2026
FAT Ice Race · 02Learning the ice with Patrick Long
By pairing its motorsport heritage with one of the biggest voices in culture, Porsche USA gave both its racing community and Don's audience a reason to tune in ahead of race day.
Former Porsche factory driver Patrick Long taught Don to drive on ice before his race.
FAT Ice Race · 03Race-day highlights
When the race wrapped, Porsche USA cut its content to match Don's own feed and the way he makes his hype reels, giving him every reason to reshare it organically, and he did.
Don holding his trophy, popping champagne, and pouring it on his car showed his success and joy at FAT Ice.
FAT Ice Race · 04The collab film
Porsche USA closed the weekend by cementing the brand's association with someone defining culture today.
The collab film from Don's weekend at FAT Ice showed how authentic the fit was.
Most-engaged collab post from an individual of 2026
View the collab on Instagram ↗
More with Don
"E85" music video · 918 Spyder carousel
Porsche USA helped facilitate Don's album launch at the Porsche Experience Center Los Angeles and provided a 918 Spyder from its fleet for his music video for "E85."
Porsche USA's carousel from the "E85" shoot put Don and the 918 Spyder side by side.
Most-viewed and most-engaged organic post of 2026
View on Instagram ↗
An organic advocate
Months after FAT Ice, Don is still bringing Porsche USA to his own audience, on his own, because he loves the brand. He has engaged with Porsche USA more than 25 times since the partnership finished.
He tags Porsche USA in his Stories
He puts Porsche USA's comments on his Story
He keeps the conversation going
Results
7.3M
Total views across Instagram in-feed owned and collab posts, Instagram Story reposts, and TikTok
649.6K
Total engagements across Instagram in-feed owned and collab posts, Instagram Story reposts, and TikTok
10.6%
Avg. Instagram engagement rate
▲ 173.1% above Porsche USA's 2026 goal
23.3%
Of all 2026 Instagram in-feed engagements, from 6 of 225 posts
#1
Most-viewed and most-engaged organic Porsche USA post of 2026 · the 918 carousel
#1
Highest Instagram in-feed engagement rate of 2026 · "Welcome to Big Sky"
#1
Most-engaged collab post from an individual of 2026 · the FAT Ice recap video
Top 4
Most-viewed Stories of 2026 · reposts of Don's Stories tagging Porsche USA, 1.7M views
In the press · AllHipHop ↗ · Complex ↗ · Vibe ↗