Digital strategy
Content strategy
Influencer strategy
Brand positioning
Content production
Marketing
Social media management
Partnerships
Community
Experiential

Porsche Digital

Launching Marqued—the brand-agnostic auction and content platform by Porsche.

Porsche Digital is the digital unit of Porsche AG focused on finding and scaling new business models and optimizing existing products within the Porsche ecosystem.

Our Team

Strategy Director, Managing Editor, Content Strategist, Experiential Coordinator, Partnerships Director

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THE CHALLENGE

How can Porsche build a brand-agnostic platform to power the next generation of car enthusiasts? Meet Marqued, the first-ever OEM-backed auction and content platform built to democratize collector car ownership.

From stealth mode to incubated startup, from strategy to execution, we partnered with Porsche’s innovation lab to build, launch, and grow the Marqued sub-brand.

Our focus: Brand development, go-to-market strategy, content & social, and partnerships & experiential marketing.

A culture-led content & commerce model.

Building an authentic relationship between content, culture, community, and commerce requires a delicate balance. This is why we iteratively storyboarded how the Marqued brand and mission would come together across all customer touchpoints.

Creating harmony between meaningful partnerships, community-focused activations and thoughtful content are critical deliverables in cutting through the noise in a competitive market.

Brand Development:
Making the automotive experience more approachable.

Through our work in brand conceptualization and product positioning, it was clear Marqued’s content strategy had to go beyond entertainment. It needed to serve as the brand’s north star: to empower emerging enthusiasts into the culture of appreciating, enjoying, and collecting cars.

We curated creative talent from our contributor network to source stories and develop Marqued’s visual language in crowded automotive space. Our content strategy proved successful as a top-of-funnel tool to guide the customer journey through educational and invitational storytelling.

Content Strategy Pillar:
Shifting focus to female.

A core part of Marqued’s mission is to eliminate barriers to entry in joining car culture. While it’s commonly presumed that ‘cars’ are predominantly a male hobby, we think this is purely perception—not reality. In fact, some of the best stories put the spotlight on the automotive adventures of some bad@$$ women.

Experiential Strategy: Building community through shared experiences.

Community isn’t just built via Instagram comments—it requires shared experiences. This is why our team led and executed Marqued’s activation strategy that brought enthusiasts from targeted subcultures together.

The result? A tight-knit ‘friends & family’ community supporting the Marqued brand, which catalyzes awareness and growth. A few examples below, including partnered activations with Motor Trend, Rennsport, 000 Magazine and more: