Helping AIWAYS take charge in Europe

The challenge

AIWAYS approached us to provide a pan-European communications strategy to launch its brand and product at the Geneva Motor Show.

How Torque helped

Using messaging agreed with AIWAYS, we developed an integrated media relations, social media and content strategy.

We produced a series of news announcements, a press kit and speeches, and leveraged content across our extensive network of media contacts.

This was complemented by a campaign across Facebook, Instagram and Twitter, with highlights including livestreaming the press conference on Facebook and posting activity from the show to Instagram Stories.

The result

Just 16 weeks after our first contact with AIWAYS, we had delivered 36 media interviews, 240 items of coverage, 100,000 social media engagements, 700 million reach and unprecedented key message penetration.

Sentiment across social media was largely positive and our social team was even able to hand over a number of warm sales leads to the client.