Renault launched the Sandero RS in Brazil through a digital-first strategy over 7 months. The pre-launch phase used digital content, social media, and PR to introduce fans to the hot hatch. The launch phase featured a competition for media influencers to demonstrate the car's performance on tracks and streets. The campaign was highly successful, generating over 15 million YouTube and Facebook views, 500,000 visitors to Renault websites, and significant new subscribers and engagement on social media. It also resulted in extensive spontaneous press coverage.

1. SANDERO RSDIGITAL FIRST PRODUCT LAUNCH/ BRAZIL 2015

2. A first-of-its-kind launch campaign presenting Renault Sport and
Sandero RS to brazilians through a digital first strategy.

3. A 7 months strategy divided into two phases:
Pre-launch – starting in the revelation at Buenos Aires
Motorshow, we guided the hot hatch’s fans through a deep
dive into the product. Digital content, owned channels,
social media, direct communications and PR were our
main allies.
Launch – a digital entertainment campaign expressing
Sandero RS essence in an enthusiastic way: a competition
to demonstrate great performance on the racetracks,
and great driving experience on the streets. For our
digital narrative to gain even more traction and reinforce
entertainment value, we built a team of media influencers
and experts to perform this task.

4. Main results:
And an amazing spontaneous press coverage in a great
number of important publishers including Quatro Rodas,
Auto Esporte, Globo, Uol, Terra, CarPlace and many others.
15MThe webseries has
15 million views on
YouTube and
Facebook combined
500KUnique visitors at
Sandero RS
pages on RSite
More than 3.000 interested
captured, and more than 300
hotleads sent to dealers
3K 300
1,1KMore than 1.100 new
subscribers to Renault’s
brandchannel on YouTube
brought by the webseries
100KMore than 100.000
likes from Sandero
RS content’s pieces
on Facebook
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YouTube full playlist: https://goo.gl/YBQQI5