17 Dec Case: NIO – Move beyond traditional test drives and craft a high-impact brand journey
The Challenge
NIO wanted to build a strong brand and connect with their core audience with the goal to bring NIO’s unique propositions to life and turn curiosity into serious consideration.
Our Approach: Select – Engage – Activate
Select
From the House of Treats community, 25 promising drivers were chosen: all actively looking for a new (electric) car and strongly aligned with NIO’s passion for clean energy, design and innovation.
Engage
After research, a tailored community strategy was developed, including a clear profile of the ideal NIO ambassador and how to reach and inspire this audience with NIO’s story around innovation, battery swapping and sustainability.
Activate
We introduced the “Fresh Air Drive”: an exclusive test drive where participants explored the full NIO ecosystem and drove a curated route with inspiring stops and personal storytelling — transforming a simple test drive into real user experiences, powerful content and authentic ambassadorship.
The result
The “Fresh Air Drive” experience turned interest into real intent: NIO built relationships with a highly relevant group of potential buyers, gathered rich feedback and significantly strengthened brand awareness and consideration within this critical early-adopter audience.
About House of Treats & Communities
Real impact starts with real people. Consumers are craving authenticity. Real voices sharing genuine stories and experiences.
We specialize in identifying and activating real people to bring brand stories to life. Dedicated individuals that truly embody the brand. Creating genuine, lasting, and impactful connections.
Power of our community
House of Treats has a carefully curated global community of early adopters, they are trend and culture conscious. Frontrunners in the GenZ and Millennial audiences who are difficult to reach – let alone understand.
By matching members to brands, based on their shared DNA, we build strong connections with community members. They become brand ambassadors for life and help brands to grow awareness and brand love.
Do you want to get in touch directly, call +31 20 – 2442393 or mail fleur@houseoftreats.nl
Read more about our collab with NIO
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