We wanted to inspire Bentley customers to inspire our entrepreneurial fans with the ultimate value exchange - a real business mentorship.

Using Crimson Hexagon, I knew a key driver of negative brand sentiment was envy of Bentley drivers and disgust at their road etiquette. I wanted to overshadow the negative customer mentions, by shining a spotlight on the positive ones.

At the same time, I wanted to encourage the right kind of social media following - a high quality audience of striving, aspiring future ‘life achievers’ rather than mere car fanatics.

Using Audiense, I correlated the customer personas with the fans personas to identify the shared passion points of business, current affairs, science, technology, sport and finance.

Audiense also enabled me to identify customers with an active social media presence befitting the brand archetypes, brand values and passion points.

My team reached out via retailers to 12 customers with a value proposition - use the Bentley platforms to promote their philanthropic cause to our audience of 12 million, in return for each of them giving a little something back in the form of a mentorship for a striving fan.

The content began with a photoshoot with billionaire Julie Brangstrup, inspired by the ‘Humans of New York’ project, and expanded into a social media and web campaign.

Strategy and Creative Direction by me.
Art Direction by Angelos Sfakianakis.
Photography by Stephan Bauer.