The OverviewFuel desirability with a refined digital presence.
Porsche China partnered with DLG to elevate its digital presence at a moment when the automotive landscape – and luxury consumers – were rapidly evolving. Drawing on our luxury communications expertise, we helped the brand reinforce its heritage of performance and craftsmanship while adapting to the expectations of a younger, digitally native Chinese audience.
Across social media, creative content, KOL collaborations, and digital products, DLG worked closely with Porsche China to strengthen desirability, refine its luxury storytelling, and build a more resonant localised expression of the brand. Our objective was clear: to help Porsche reaffirm its leadership in the luxury segment through a refreshed digital strategy aligned with China’s cultural and market dynamics.
The challengeSolidifying Brand Relevance in an Evolving Market.
China’s domestic EV brands have transformed the competitive landscape, redefining consumer expectations with fast innovation, localised experiences, and aggressive digital marketing. As these players push upward into the premium segment, global luxury brands like Porsche face mounting pressure to defend their positioning and cultural relevance.
At the same time, softer luxury consumption and shifting digital habits demand a more nuanced, emotionally compelling approach. To maintain desirability, Porsche needed to strengthen its luxury codes, deepen resonance with affluent Chinese consumers, and leverage digital ecosystems more strategically – reintroducing the brand with renewed clarity, creativity, and cultural sensitivity.
The approachElevating brand visibility and sharpening positioning across digital touchpoints.
DLG responded with a multi-layered strategy designed to elevate Porsche’s luxury expression while accelerating its digital presence. We refined the brand’s storytelling with a luxury-focus lens, crafting product-led narratives grounded in local insights, lifestyle relevance, and Porsche’s unique blend of heritage and innovation.This allowed the brand to speak to China’s various consumer segment with stronger cultural intelligence and emotional appeal.
We then activated a refreshed digital playbook across WeChat, Weibo -- introducing interactive Mini Programs, locally-produced creative assets, elevated animations, and strategically curated KOL collaborations.
Social media operation
Creative production
Digital products
Influencer & media relations
THE RESULTExceptional audience acquisition and engagement growth on social media.
Through diversified influencer tiers, UGC-driven amplification, and platform-specific content strategies, DLG strengthened Porsche’s share of voice, broadened audience reach, and delivered sustained digital engagement across multiple touchpoints.
Compared with 2023, DLG helped Porsche achieve significant growth across its WeChat Official Account, WeChat Channels, and Weibo in 2024:
+230% YoY Impressions (WeChat and Weibo)
+194% YoY Engagement (WeChat and Weibo)
+108% YoY Follower Growth (WeChat and Weibo)