BMW X PGA 2024 - 20 YEARS (.monks)

The 2024 BMW PGA social campaign marked two decades of BMW’s partnership with the DP World Tour. Featuring all the latest All-Electric models and high-performance M models on display, our brief was to bring the event to life with a festival-like atmosphere, engaging audiences beyond traditional golf enthusiasts.

As the strategic lead on the campaign, I developed the overarching framework—aligning frequency, channel selection, and hashtag approach to drive consistency and impact. I provided paid media recommendations and led the creation of key content concepts for both talent-led and owned assets.

Working closely with the creative team, I contributed storyboard commentary and initial shot direction to guide execution. I also recommended talent for owned content, specifically Helen Skelton, to boost event awareness among female audiences. Her involvement delivered standout results, generating over 2.4 million engagements and more than 192,000 video views.

- Over 2.21 million impressions
- 21.2k engagements across key social channels

The campaign outperformed year-over-year benchmarks in impressions and views.