S22. Transportations and Automotives

In an age of social content, what does effective CEO communication look like?

Porsche launched AP Studio, a short-form content IP featuring CEO Alexander Pollich, translating stakeholders’ desire for “never-heard-before” insights into social-first ideas. Positioned as an approachable “brand guide”, Pollich conveys Porsche’s heritage, motorsport culture, community stories, and products through immersive, locally grounded experiences—from classic cars on city streets to his participation in community events.

AP Studio was distributed across 10 official accounts on 7 major platforms, including public channels such as Weibo and The Red Note, semi-private WeChat ecosystem, LinkedIn as cooperate channel, and Porsche App community—maximizing broad visibility while deepening engagement among core stakeholders. It delivered 7.29 million organic reach and 2.56 million video views. WeChat followers grew by 254.5%, while Channel viewership outperformed regular PR content by 289.2%, setting a new benchmark for PR-led storytelling.