Core Insights - The campaign for Škoda Octavia effectively shifted from a traditional brand-to-consumer model to a brand-to-fans-to-consumer model, leveraging the strong community engagement on Reddit [1] - The brand aimed to revitalize its image among younger consumers who perceive it as "boring" and "safe," necessitating a strategic breakthrough in marketing [2] - The community-driven approach allowed fans to participate in the design of a special edition vehicle, enhancing brand loyalty and engagement [3] Media Strategy - The campaign was executed in two phases: "Fan the Flames" to ignite interest and "Spread the Love" to expand reach to mainstream channels [4] - The strategy involved utilizing fan-generated content and testimonials as core messaging across various media platforms [10] Community Engagement - The project marked the first global initiative where Reddit users co-created a vehicle, allowing them to vote on design elements [5] - Reddit users were prioritized for test drives, creating a unique experience that shifted the traditional media narrative [10] Execution Highlights - The campaign successfully integrated community management, user-generated content (UGC), public relations (PR), and sales conversion into a cohesive strategy [8] - Real voices replaced traditional advertising language, fostering trust and emotional connections with consumers [6] Performance Metrics - The campaign achieved significant reach, covering 61% of the UK population, with over 32,724 mentions of "Octavia" on Reddit [11] - Social media engagement was robust, with 20 million total reach, 93 million impressions, and a high interaction rate of 15.34% [11] - The new vehicle orders exceeded expectations by 255%, with a total of 1,280 units sold, showcasing the campaign's effectiveness [11]