Tesla, a clean energy and electric vehicle company is known primarily for their sleek and simple car designs.
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Research shows that younger consumers are seeking accountability from brands when it comes to environmental issues, a cause that Tesla exemplifies in their manufacturing process. However, according to a 2023 Business Insider article, Tesla owners are typically Gen X (44 - 59) white men with a household income over $130K per year and also more likely to own a home.
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How do we increase purchases among young consumers (Males & Females 28 - 43) who overwhelmingly see the importance of sustainability efforts and are optimistic about reversing climate change?
Research
Team Credit:
Cecilia Gamo Castellanos
Akshay Deolekar
Quantitative & qualitative research conducted through surveys and in-depth interviews show tension between positive and negative perceptions of Tesla.
Out of 70 respondents who are either car owners or prospective car owners based in the US, 78% were Millennials who live in urban areas and primarily White/Caucasian (58%); Black/African-American (14%), Asian (14%), Hispanic/Latino (14%).
Owning a Tesla would make them feel cool though they are not 100% satisfied with the car's simple exterior.
39% would be more inclined to purchase a Tesla if the brand showed proof of safety & reliability with tech innovations like
self-driving.
Source:
Boomers vs. Millennials vs. Gen Z: How do different generations feel about electric cars?
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By Susan Meyer
March 30, 2023
A study asked today's generation how they feel about electric cars and hybrids over 100% gasoline-powered vehicles.
Millennials are;
- Motivated by
reduced cost of gas (32%)
- Influenced by
environmental
sustainability (30%)
Millennials are more likely to be motivated by aesthetics of the vehicle and enhancement of their personal brand.
Source:
Mintel
Electric and Hybrid Vehicles
US, 2023
Consumers continue to increasingly adopt hybrid and electric vehicles despite barriers related to affordability and availability.
Millennials show the most interest in buying a car (gas/electric/hybrid) short-term.
Would you consider purchasing a hybrid/electric for you next vehicle?
All
Millennials
Gen X
Gen Z
Source:
Mintel
Perceptions of Auto Brands
US, 2024
Toyota and Honda are the most popular brands driven by Millennials mostly due to affordability and reliability.
Tesla is among the top 3 brands for high quality perceptions among A18+.
Ideation
INSIGHT
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Millennials want a seamless experience that enhances their driving capabilities. They want to be in control of the smartphone on wheels, and believe tech innovations should be an extension of self.
COMMS STRATEGY
Communicate that when it comes to innovation, Tesla vehicles give users the power to be puppeteers and not puppets.
MEDIA STRATEGY
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Intersect automative spaces and online communities to establish brand favorability among Millennials who are environmentally conscious and prefer reliability over performance.
Media Plan
Source:
Mintel
Perceptions of Auto Brands
US, 2024
Paid Social
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Digital Video
Digital Audio
Paid Search
Local TV
Partner with content creators who are known to be EV car enthusiasts, to showcase how Tesla's allow them to seamlessly go on a drive and have full control while activating smart features.
Use :15s videos to boost influencer content through reels, IG stories, in-feed, and promote brand assets among users who have interest in luxury cars, EVs, EV chargers, sustainability, renewable energy.
Show users who see cars as more than just a form of transportation that Tesla's are not meant to do the work, but they are rather advanced machines to enhance human capabilities.
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Surround car customization/lifestyle shows, documentaries exploring the history & evolution of iconic cars, and online searches for travel/adventure/scenic road trips using :30s videos. Target users viewing nature/wildlife programs or green tech and climate science content.
Aside audio ads, partner with podcasters to reach listeners seeking educational and entertaining segments with discussions about automative trends and driving experiences.
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With 1x episode per month, insert talking points about how purchasing Tesla cars make you feel like you're doing a good deed for the planet and enriches the consumer experience. Garner additional impressions by having podcasters post snippets of the recording with Tesla mentions on their social media pages.
Make Tesla the first to appear in search results. Consumers who consider purchasing a hybrid or electric vehicle tend to conduct extensive research ensuring that their investment aligns with specific needs and their lifestyle.
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Use non-branded keywords that are heavily conquest by competitors: ex. electric cars, sustainable cars, reliable cars.
Car enthusiasts also find competitive sports to be entertaining. Though Tesla's are not performance cars, we can reach our audience in other areas of personal interest, and appear in environments where competitive car brands show up.
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Use :30s captivating video that stands out among other competitor brands and resonates with audience interests for persuasion effect.
Electric Vehicles Registered in 2022
Launch media campaign in markets with high EV purchases and convenient access to charging stations.
Source:
US Department of Energy
Alternative Fuels Data Center
July 2023
Campaign Flowchart
Keep an always on presence and amplify messaging when individuals who share a passion for automobiles immerse themselves in innovative tech culture at major US auto shows. Heavier media spend during yearly car deal/sale peaks.
Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Markets
~CPM
Total Cost
Impressions
Paid Social
Digital Video
Digital Audio
Paid Search
Local TV
West Region
San Francisco, CA
Los Angeles, CA
Las Vegas, NV
Phoenix, AZ
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Mid Region
Detroit, MI
Chicago, IL
Dallas, TX
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East Region
Nassau, NY
Boston, MA
Palm Beach, FL
$8
$3MM
$35
$4MM
$25
$1MM
$38
$2MM
$400
$20 MM
375,000,000
114,285,714
40,000,000
52,631,579
50,000,000
Grand Total
10
$30MM
631,917,293
Measurement & Consumer Journey
Business Goal: Maintain sales share in EV category and increase purchase rate from younger consumers by 5%.
Media Goal: Drive consideration and favorability among Millennials.
Channel/Demo
Paid Social
(A25-45)
Digital Video & TV
(A25-45)
Digital Audio
(A25-45)
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Paid Search
(A25-45)
Awareness
Impressions
~375,000,000
​
Frequency/Views
~164,285,714
Listens
~40,000,000
Clicks
~52,631,579
Engagement
Likes, shares, comments, clicks
Word of mouth discussions
Social media mentions of podcast discussions
Search volume​
Influence/Action
New followers and brand mentions
Purchase
consideration
Change in attitude and likelihood to tell a friend
Visit brand website
Campaign to influence sale of roughly ~263K total units.
Optimization
Cost per clicks
Cost per completed views
Cost per completed listens
Cost per clicks​