Porsche Cars North America | Driven Women Campaign

Challenge: As much as the Macan Electric challenged (and was challenged by) the traditional view of what a compact performance SUV should be like, it also offered an opportunity to win over an audience that traditionally played a smaller role in the Porsche customer mix: successful, professional women. But how do you win over a demographic that certainly has the means for a Porsche, yet defaults to allegedly more logical choices from the likes of Lexus and BMW?

Solution: Embrace dynamic self-expression and let the others have their cookie-cutter logic. We developed a multi-touch eCRM campaign targeting in-market women shoppers that celebrated their confidence, their achievements, and their distinctiveness, then connected it directly with the Macan Electric’s standout design, its performance, and its ability to be customized in nearly every respect so that it matches the woman behind the wheel.

Result: The Driven Women conquesting campaign. Across a multi-touch eCRM cadence—including a celebrity Macan Electric build session and highlights of driven women within Porsche Cars North America itself—we reached open rates as high as nearly 60%, with click-through rates averaging 4x industry benchmarks. By the end of 2025—even with the ICE Macan still on sale and despite tariff-related headwinds—the Macan Electric made up roughly half of all Macan sales in the U.S. And that sounds like a job well done.