Porsche: Harnessing Social Media
(4 pages of text)
The marketing director of an advertising agency is considering marketing options to present to Porsche Canada. The goal is to generate sales of Porsche vehicles in Canada by using social media to highlight the fact that Porsches can be driven in winter conditions. The objective of this program, which includes a variety of social media tools and messages, augments Porsche Car Canada’s traditional marketing campaign of billboards, event sponsorships and print ads in premium publications. The marketing director faces resource constraints: he has only a three-person marketing team and the limited marketing budget means the program can likely focus on only three distinctive social media vehicles. In addition, much of Porsche's social media efforts are run out of the United States. The marketing director needs to work within these constraints to build a social media campaign with a Canadian focus.
- To examine how a popular brand can use social media tools to augment its traditional media advertising.
- To analyze the challenges faced by a subsidiary in designing a unique marketing campaign targeted at Canadian buyers.
- To create an appropriate marketing strategy, given that many of the brand’s key social media vehicles are based in the United States.
Canada, Small, 2014
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