KARMA AUTOMOTIVE

Karma Automotive is a new vehicle manufacturer that entered into the automotive space in 2018. Their debut product was the Karma Revero, a $130,000 luxury hybrid. Rather than splashing into a saturated market with Super Bowl commercials, festival sponsorships, and empty branding opportunities, they pursued a soft launch within a very targeted audience. While that approach drew targeted sales, their visibility and resonance was underperforming.

Karma Automotive partnered with DIA to help expand brand awareness and increase their social media reach. DIA tackled Karma’s resonance challenge with 3 specific projects, an influencer marketing program, strategic brand partnerships, and TV integration opportunities.

The influencer program paired 50 of the agency’s artists, entertainers, athletes, and influential corporate executives with a fleet of Karma Reveros for week-long rentals. The influencers were able to explore and engage with the vehicle’s surprising technology and uncompromised design. DIA allowed influencers to fall in love with the Karma Revero and their reactions generated authentic buzz, excitement, and exposure to this new luxury brand.

The social media exposure was amplified with TV integration. DIA paired long-time Karma fans Ice T and Coco with Velocity TV’s Unique Rides to allow audiences to see how they customized their ride. In addition, luxury car connoisseur, Josh Altman of Bravo’s Million Dollar Listing, with his favorite new hybrid. The Karma Revero makes frequent guest appearances on MDL and has become a topic of conversation with many of his high net clientele.