Spirit of Bentley
Instagram Influencer Marketing
Turning a book for Bentley aficionados, into Instagram influencer marketing for the extended family.
How do you speak to the few, while resonating with the many?
Challenge
A coffee table book is a private trophy. Digital is a public stage. The brief was to remix the Spirit of Bentley book by Assouline for digital audiences – adapting tone, format and pacing to feel accessible to the admirer, yet codified for the connoisseur, and respectful to the owner.
Insight
Reach: 10% of the 12m audience
~1.2m
Instagram influencer marketing results: 1.2m reach, 25m impacts, 8% engagement from 20 HNW Bentley advocates
Cumulative impacts: 21x frequency
~25m
Engagements: 8% of reach
~96k
HNW brand advocates: Instagram content
20
Where do the authentic voices of Bentley owners belong?
They belong on their own feeds, not just Bentley’s. Niki’s Instagram influencer marketing strategy re-engineered the book’s static assets – photography, portraits and editorial copy – for the dual register required of branded digital platforms and native owner feeds.
The book featured families from the Bentley world – Alice Temperley, George Bamford and David Linley to name a few. Core to the campaign was a collaborative network of mutual posting, commenting and sharing from their personal feeds, turning the brand community into instagram influencers. This delivered not only extended reach, but also customer credibility.
It’s not what you know, it’s who you know.
Brand:
Bentley x Assouline
Industry:
Automotive
Publishing
Luxury Goods
Skills:
Influencer Marketing
Brand Community
Digital Content
Led by:
Niki McMorrough
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Almost always, yes. Many brands produce content at significant cost and use a fraction of it. Our Instagram influencer marketing strategies extend reach without compromising exclusivity. If you have content sitting underused, let’s start a conversation.
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It depends on the brief. Sometimes we lead on strategy, creative direction and execution. Sometimes we come in as the senior filter: ensuring global agencies or internal teams speak to your affluent audiences in the right way. Tell us where you are and let’s see if there’s a fit.
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Wealthy audiences are light on traditional media and heavy on peer influence. They trust people like themselves far more than brands. We use audience insight to design conversation-worthy activations, placed where we know your audience goes. Let’s talk it through.