Porsche | Content, Editorial & CRM
Passion drives us. But culture keeps us going.
There’s a saying that while Ferrari owners brag about how few miles their cars have, Porsche owners brag about exactly the opposite. That’s because Porsche enthusiasts see their sports cars as vehicles—literal and figurative—to a larger world of experiences. We brought this rich culture to life multiple times per month for an audience of millions—owners and soon-to-be-owners alike—to the tune of email open rates as high as 60%. And in the process we minted at least one more new Porsche owner: me.
Two million people can’t be wrong.
Two-fisted, wry, slightly reminiscent of the Howard Cosell impression in Better Off Dead, maybe even a little self-deprecating: we told the Porsche story with far less self-importance than other brands because its fans have the self-confidence to tell their own stories that way, too. And with over two million monthly subscribers and an open rate that was always over 50%, plenty of people couldn’t wait to read every single story—and see every one of our famous GIFs—that we had to offer.
Explaining electric.
Only Porsche could create the Macan Electric, an EV SUV that feels like a Porsche should. But to understand how it’s done, you have to reframe your idea of what a high-performance vehicle is in an all-electric world. So we created this walk-around video to do it. Cobbled together from disparate parts, the end result put down numbers as high-performance as the Macan Electric itself. Among them, a truly astounding 98% video completion rate—good enough to make it one of Porsche’s most successful assets ever.
Let your good taste guide you.
When the Macan Electric made its debut, a key demo for the all-electric SUV was working professional women. Not only had they made the original gas-powered Macan a success, they were more likely than other demos to purchase a vehicle like its EV successor. Thing is, electric powertrains have commoditized acceleration, which most people take as the main indicator of performance. So we decided to expand the definition.
That’s why we created the Driven Women campaign. Shifting the messaging from performance to performance plus personalization, Driven Women included in-person events in major cities, invite-only build sessions with celebrity guests, and of course a CRM push. Event attendance was robust, build session registrations were over-subscribed, and the CRM component drove an open rate 130% better than the industry average and a click-through rate nearly 150% better. By the end of 2025, Macan sales finished 8.8% up over the year prior. As the saying goes, good taste is easy to recognize.
