When it comes to luxury, high performance cars the BMW, Mercedes Benz and Audi are the three brands that come to play. (Well, Porsche too but surprisingly Porsche doesn’t seem to have a Middle East specific page – either that or we suck at our research)
Let’s take a look at what these brands are upto on their Social Media
BMW Middle East
BMW Middle East focused on content for Ramadan with #BMWMoments – they have used this hashtag to showcase their range of cars and while sending a message of spending time with loved ones. Here are some examples that they have executed #BMWMoments
The conversations on Facebook are fairly engaging and they have a tactical approach while including bits of conversational elements. The brand seems to be relying on the high brand value and prestige while focusing on sharing their product line ups and latest cars, accessories along with the BMW lifestyle. BMW is also among the first in the region to have a Facebook Video Cover Picture – YES you read that right; BMW has access to the latest Facebook feature that they it has been testing for a while in the international markets. Here’s how it looks like –
Audi Middle East
Audi has tweaked it’s page for Ramadan with the overall message of ‘This Ramadan, bring home a gift that everyone can enjoy’ they follow an Arabic first, English second approach on their posts which works well with the region – Audi also leads the pack with over 3.7 million likes on Facebook and a very high engagement rate on Facebook – what drives these engagements are some very high quality professionally shot pictures and an extremely conversational Facebook post strategy.
Audi has also been using a lot of Facebook Canvas to promote their content as well – they have had some beautifully design Facebook Canvas that offers users an extremely immersive content experience (unfortunately we couldn’t find their Canvas to screengrab for this article – Audi team if you’re reading this, please feel free to reach out to us at email@example.com and provide us with the creatives – we’ll add it here) Here’s a quick look at their Instagram
Mercedes Benz Middle East
Mercedes Benz is pretty ahead in terms of their Social Media presence – instead of taking professional highly edited pictures they strive on using more user generated content – from professional photographers – they also prefer their pictures to be in and around Dubai with places people can relate to – thus driving higher engagement rates.