17 Dec Case: NIO – Move beyond traditional test drives and craft a high-impact brand journey
Building NIO’s brand experience in a market where the brand is relatively unknown.
Using real user experiences to bring the companies’ USPS to life and moving curiosity to consideration.
Why?
As the leading electric vehicle innovator, NIO set out to build connections with premium consumers who were truly open to switching to electric vehicles. The company targets a specific, forward-thinking audience, which is hard to reach through traditional media. This audience of early adopters needs not only awareness, but they also need to hear NIO’s story of innovation, battery-swap technology, and sustainability through people they trust.
The Approach
- Community and PR Strategy
After conducting extensive market research, we developed a tailored community and PR strategy aligned with NIO’s objectives. This included defining the profile of the ideal NIO ambassador.
- Search & Selection
We hand-picked 25 high-potential drivers from our House of Treats community. Each of them was actively in the market for a new car and sharing NIO’s passion for clean energy, cutting-edge design, and innovation.
- Engage
We introduced ‘Fresh Air Drive’: a one-of-a-kind test drive event infused with NIO’s vision for a cleaner future. The participants explored the NIO ecosystem, experienced the innovation of NIO, and enjoyed a curated route with inspiring pit stops. Personal attention and immersive storytelling brought NIO’s world to life and built meaningful relationships with each potential customer.
Results (so far)
Every participant became a brand advocate, sharing genuine experiences both online and offline. Their advocacy generated premium social content and fueled peer-to-peer reccomendations, feeding NIO’s funnel with 25 qualified prospects and measurable awareness among their circles and beyond.
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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