Campaign details
Brand: MaseratiBrand owner: Fiat Chrysler GroupAgency: Fugumobile LimitedMarket: ChinaIndustries: Livestreaming, Mobile & apps, Online video, Sales promotion, Search marketing, Social media, Word of mouth, influencersMedia channels: Luxury automotiveBudget: Up to 500k
Executive summary
Maserati, the luxury car marque, had witnessed a significant decline in sales from the Chinese market in 2018, thanks to various factors.
The company was aware of the market potential offered by China and wanted to increase its brand engagement among owners, prospects and fans.
The brand used WeChat as a central...