Conversations behind car doors

Renault

With the insight that cars are the new kitchen tables, where families have their most engaged conversations, we worked with Renault to create an ‘always-on’ content programme that shared those intimate, often hilarious, family conversations that take place behind car doors.

Using a zeitgeist-y dash-cam video format, the #BehindCarDoors campaign enlisted the help of influential parenting Instagrammers Mother Pukka and Father of Daughters to position the Renault Scenic as the ultimate family car.

During the course of a year, the influencers produced monthly videos about their family lives #BehindCarDoors, sharing them with their followers. We created for Renault an online hub that aggregated the content.

MSL also surveyed 2,000 parents whose real-life stories gave us a real understanding of how parents interact with their children when driving. The results were used to create infographics and generate earned media coverage. We worked with Dr. Linda Papadopoulos to analyse the results and increase awareness through media interviews.

#BehindCarDoors has not only delivered on business objectives it has also become a multi-award winning campaign. Judges from the 2019 Influencer Marketing Awards described the campaign as 'brave and creative' with one saying, 'running a year-long influencer campaign to change consumers' perspective is probably one of the most genius ideas I've seen.'

Award wins

Influencer Marketing Awards

Best Family and Parenting Campaign
Most Effective Collaboration or Partnership
Grand Prix

PRCA Digital Awards

Best use of Social Influencers

International Content Marketing Awards

Best Automotive - Silver Winner

CIPR Excellence Awards

Best use of Influencer Marketing - Mark of Excellence

1,000 Views in the first 60 seconds of Father of Daughters post

233m Total press coverage reach so far

282k Combined engagements for #behindcardoors content posted by the influencers

318% Exceeded KPIs for Mother Pukka's first piece

78% Positive shift in purchase consideration

80% Said the campaign made the Renault Scenic seem different to other cars