Submitted by 22 IMPACT

CUPRA Raval Barcelona Launch Experience

Influencer Marketing

22 IMPACT cast and managed creator Tay Moses for the CUPRA Raval launch experience in Barcelona, which the agency reports reached 2.4M across social and digital channels.

2.4MAnd Digital Reach

Case in 60 seconds

CUPRA was launching the CUPRA Raval, a car named after a Barcelona neighbourhood, so the launch had to carry that neighbourhood credibly rather than borrow its look as a mood board from somewhere else.

The car takes its name from Raval, so the page holds that the launch earned its setting only by living inside the neighbourhood, because an imported mood board would have looked borrowed rather than earned.

CUPRA built the IMD CUPRA RAVAL campaign as a two-day experience inside Raval itself, using venues embedded in the neighbourhood as the stage for the launch rather than treating the area as a backdrop.

22 IMPACT negotiated the partnership with creator Tay Moses and managed the involvement end to end, briefing and approving content throughout the event. The programme combined test drives, a communal warehouse dinner and a late-night music event across a hidden factory on Carrer Joaquín Costa, the MAM Originals Store and 78/33 Music Hall.

22 IMPACT reports 2.4M combined social and digital reach across talent-led content and paid distribution channels, while the page gives no split between the creator's own posts and the paid distribution behind them.

Strategy Breakdown

Audiences in the UK market, reached through the following Tay Moses has built around streetwear, fashion and self expression and through paid distribution of the talent-led content.
The page sets importing a neighbourhood as a mood board against building inside it, and 22 IMPACT CEO Freedom Doran says the street name needs no dressing up, so the work leans on place rather than styling.
CUPRA acts as a host inside Raval rather than a visitor to it, staging test drives, a warehouse dinner and a music event in local venues to tie the CUPRA Raval to the neighbourhood that gave it its name.

Creative & Execution System

Assets & channels

  • Other

Partners

  • 22 IMPACT

Creator role

  • Tay Moses

Results & Evidence

MetricValue
Social and Digital Reach2.4M

Why 22 IMPACT's strategy worked

  1. 1

    Placing a launch inside the location a product is named after gives creator content a setting that explains itself, so the brand story needs little framing because the car and the street share a name.

  2. 2

    Pairing one creator's event content with paid distribution lets a brand carry a small-roster activation beyond that creator's own following, which is why the page credits its reach to both talent-led and paid channels.

  3. 3

    Spreading an event across several neighbourhood venues over two days gives a single creator a sequence of distinct settings, so one partnership yields varied material rather than one scene repeated.

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