MAKE YOUR MARK: THE G90 INSTAGRAM TAKEOVER

THE INSPIRATION

We needed to set our all-new Genesis G90 apart from its luxury counterparts. So we took inspiration from an unexpected place: the pages of glossy fashion magazines. Our G90 Instagram takeover was thoughtfully designed to be custom, curated and editorial. Strategically, it was meticulously planned to build and sustain hype for our biggest model launch of the year.

THE TAKEOVER

To make a true splash for the reveal of the G90, we did something few automakers would dare. We went dark and archived our entire Instagram feed. With the slate clean and anticipation high headed into New York Fashion Week, we unveiled our #MakeYourMark G90 manifesto mini-film. We supported the takeover with a spread ad in the September issue of Vogue. The print featured a custom QR code that drove to the experience on Instagram. From there, we dropped dozens of pieces of exclusive content from cutting-edge fashion personalities and of course, from inside the stunning G90 launch event. The end result was an immersive, trendsetting world unlike any other.

THE RESULTS

245M TOTAL IMPRESSIONS 

MORE THAN 2X THE ORGANIC COMMENTS 

MORE THAN 2X THE DAILY ORGANIC REACH