Nissan
'Rogue Trip'
Digital Content Series (Influencer/Social/OLV)
The Mission
The Rogue is routinely one of Nissan's best selling vehicles, but the brand was keen to make sure it resonated with millnials who might be on the search for their next car.
But how do you reach millenials north of the US border when you so rarely have access to, or the budget to create, brand assets tailored to Canada?
The Work
The brand tapped Edelman Canada to help it create an engaging, humorous and infectiously entertained series of content that would showcase the versatility and capabilities of the 2021 Nissan Rogue.
Lacking an infinite budget to splurge on broadcast-quality shoots, the brand instead was looking to maximize its return on investment.
To that end, the Nissan "Rogue Trip" was devised -- a three part series featuring beloved Canadian icons like "Walk Off the Earth" and Andrew Phung to drive meaningful reach, engagement and consideration at scale.
My Role
Edelman: VP Digital
As VP, Digital at Edelman at the time I directly managed our influencer practice. After pitching the client on our services, the opportunity to promote the Nissan Rogue emerged and we were off to the races.
My team would then go on to lead the the strategy, creative development and execution of this program from start to finish with my oversight. Delivering the full content series on budget, on time and ultimately exceeding all our target benchmarks for performance (including ROI) by significant margins.