When the COVID-19 pandemic knocked BMW showroom traffic to an all-time low, the brand wanted to develop a new digital strategy to engage consumers, build loyalty and support Canadians through a difficult time. With the BMW fleet of press vehicles locked up in the garage, the strategy couldn’t rely on branded pitches to media. Instead, North and Notch designed a campaign to spread moments of joy and educate audiences on social media through various initiatives, including knowledge-testing “Trivia Tuesdays,” photo-focused “Wallpaper Wednesdays,” and a Q&A opportunity dubbed “BMW Genius,” all of which surpassed previous campaign benchmarks for engagement.
