Swedish electric car brand Polestar is aiming to boost its online presence by hiring a new agency to handle its global influencer marketing account, just as its media and advertising activity goes up for review.
The appointment of Pulse Advertising marks Polestar’s first long-term engagement with a dedicated influencer agency and represents a significant step in scaling its global marketing efforts.
The move follows a competitive pitch and will see Pulse lead influencer strategy and execution across EMEA, North America, and APAC and support the brand’s continued growth and positioning as a design-led electric performance car company.
Pulse was selected for its deep expertise in the automotive space – it already works for BMW, Mercedes-Benz, Porsche and Ford – and has a global set-up with the ability to support Polestar’s head office strategy while driving results locally.
The partnership is designed to scale influencer marketing globally with consistency across regions; enhance emotional engagement in car-buying decisions and drive measurable results while maintaining Polestar’s brand integrity.
Polestar is currently reviewing both its creative account – through AAR – and its media business, with Forsman & Bodenfors recently handling the former and Dentsu X the latter.
Activity has historically focused on “in-home” advertising and digital-first campaigns to drive growth, such as sponsorship of Film4.
Polestar head of content and social media Hunter Skipworth said “Polestar continues to innovate, not only with its product but also its creative and content. As our brand continues to grow, it is critical that we gain a partner who not only understands our pillars of design, performance and sustainability, but can tell those stories through creators. Pulse Advertising is that agency.”
Pulse UK managing director Mikhail Hanney added: “As a global agency, with deep expertise in the automotive space, we know we are the perfect partner for Polestar’s global creator campaign to forward the redefinition of driving, design and sustainability.”
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