Porsche USA — Monterey Car WeekAnchoring a week of live social coverage in Porsche's core theme, Save the Manuals, and earning 6.3M views.
Porsche USA's theme for Monterey Car Week was Save the Manuals, a celebration of manual cars, the joy of driving them, and the love the Porsche community has for them.
The task was to anchor a full week of live social coverage in that theme, from the lead-up posts to the cinematic recaps.
01Teeing up Save the Manuals
Porsche USA started building Save the Manuals before anyone arrived. In the weeks leading up to Monterey, its feed featured only manual cars from the community, so the theme already felt familiar by the time event coverage started.
An Instagram Story asked people to finish the line "You know someone's a manual driver when…"
A first-person drive put viewers behind the wheel of a manual.
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A community member's manual 993 helped set the all-manual feed.
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A manual 912 from the community kept the feed all-manual through the lead-up.
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02Real-time reveals
Product reveals get the most attention in the first hours. To make the most of that window, the supers and post copy for each reveal were written ahead of time. When each car was unveiled, photos and video were shot on site and turned around quickly, so every post went live within an hour of the reveal.
The Flachbau RS reveal, live within an hour of the unveiling.
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The new manual Carrera S reveal, live within an hour of the unveiling.
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The "We are so back" super tied the new manual Carrera S back to Save the Manuals.
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03Capturing the feel of the week
Porsche USA wanted its social channels to capture what Monterey Car Week actually feels like, and no one tells that story better than the people living it. So the brand put attendees, owners, and legends of the community in front of the camera to share the week in their own words.
Porsche USA tapped Jeff Zwart, an eight-time Pikes Peak class winner and a trusted voice for Porsche knowledge, to show off his ultimate manual for the core audience.
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Porsche USA picked an attendee with a big on-camera personality to share her love for her favorite car with a wider audience.
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Porsche USA captured the faces and energy of events like Werks Reunion for everyone who couldn't be there.
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Porsche USA asked attendees what driving a manual means to them, tying the week back to Save the Manuals.
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04Creator partner: Larry Chen
To bring Save the Manuals to an audience beyond its own channels, Porsche USA partnered with automotive creator Larry Chen. His coverage pairs insider access with automotive expertise, and his established enthusiast community already looks to him to bring the cars, details, and atmosphere of an event to them. The brief was to focus on the art of the manual car from different perspectives and capture its beauty across the week, from The Barns and Werks Reunion to Laguna Seca and The Quail.
05Celebrity talent
Porsche USA worked with two longtime Porsche owners, actor Walton Goggins and chef Evan Funke, to carry the Save the Manuals message beyond car culture and into their own worlds, sharing their love for driving manual Porsche cars with their audiences.
Porsche USA followed chef Evan Funke's drive to Monterey, putting the joy of driving a manual GT3 Touring on camera.
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Porsche USA photographed actor Walton Goggins at Pebble Beach with a manual 904. His "Nobody does it better" comment carried the post to his own audience.
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06Live on Instagram Stories
Stories kept the Save the Manuals conversation going in real time, with 20+ posts a day all week. They covered event updates, tours of the Porsche Clubhaus, and games for people who couldn't be there, like air-cooled or water-cooled and true-or-false quizzes using the cars on display.
A few of the many Stories from the weekend.
Results
6.3M
Total views across Instagram in-feed, Instagram Stories, TikTok, and YouTube
222.6K
Total engagements across Instagram in-feed, Instagram Stories, TikTok, and YouTube