BMW x Kingfluencers Campaign

BMW sells a promise about driving rather than transport, and its Swiss marketing calendar is built on events rather than product launches. The 2024 and 2025 annual campaigns had to carry awareness for five distinct occasions, BMW Wintertraining, the Sustainable Forum Switzerland, the Concorso d'Eleganza at Lake Como, Art Basel and the Female Innovation Forum, while also advancing a sustainability position that sits awkwardly next to performance cars. Event coverage is easy to generate and easy to forget, so the problem was continuity.

Kingfluencers structured the year on two ideas held in tension: Joy in Motion for the driving experience, and Driven by Impact for sustainability and social responsibility. The execution was unusually concentrated, six high-end influencers on Instagram only, publishing 62 posts across the year, roughly ten posts each. That is a small roster by the standards of the agency's other work, where tiered casts of ten or more are normal.

Keeping the same six creators across every event is what turned five separate appearances into one programme, because the audience met the same people at the ski training, the concours and the art fair. Restricting to Instagram matched the premium content standard the brief asked for, at the cost of the reach a TikTok presence would have added.

Kingfluencers reports more than 2.9M impressions, more than 1.8M reach, 29K engagements and a 5.18% engagement rate. The engagement rate is high for automotive content at this volume, which is consistent with a small roster of established creators, though the page gives no per-event or per-creator breakdown and no attendance, test-drive or sales outcome for any of the five events. All figures are self-reported.