BMW X PGA 2024 - 20 YEARS

The BMW PGA social campaign took place in September 2024, marking two decades of BMW’s partnership with the DP World Tour. Visitors enjoyed another unforgettable experience, with the latest All-Electric models and high-performance M models on display, including the new BMW i5 Touring and BMW M5 Touring.

Working collaboratively on the creative, my role focused on ideating content for talent, including Sam Thompson, Tony Bellew, Helen Skelton, Max Fosh, and Big Wedge, as well as developing owned content across channels. This included concept development, shot direction, and storyboard commentary.

To bring the event to life with a festival-like atmosphere, engaging audiences beyond traditional golf enthusiasts.

Developed the initial framework strategy, aligning frequency, channel and hashtag strategy.

Paid recommendations.

Led the creation of key concepts for both talent-led and owned content, totalling 14 pieces.

Provided storyboard commentary and initial shot direction, executed by our creative team.

Recommended talent for owned content—specifically Helen Skelton—to enhance event awareness among female audiences. Her content alone generated over 2.4 million engagements and 192k+ video views.

With 43 publications, the 2024 campaign outperformed year-over-year benchmarks in impressions and video views, achieving:

Over 2.21 million impressions.

21.2k engagements across key social channels.