Helen Skelton X Dacia Duster Campaign
Case Study

The Brief

Dacia was looking to enlist a celebrity to endorse their Dacia Duster model, highlighting its appeal as a practical and reliable family car. The chosen celebrity needed to engage with audiences, and showcase how the Duster suits family needs while maintaining a modern and sporty look. The celebrity needed to attend Dacia's Magic Weekend and play with the Women's Rugby Football League team. The purpose of this campaign was to broaden the Duster's appeal, reinforcing Dacia's commitment to providing high-quality, affordable vehicles for everyday family adventures.

Dacia Duster
Dacia Official Logo
Helen Skelton

The Delivery

Dacia's campaign successfully enlisted Helen Skelton, a well-known personality and mother, to authentically promote the Dacia Duster's family-friendly features. With her relatable image, Helen showcased the practicality of the Duster. She also appeared at Dacia's Magic Weekend and even participated in a match with the Women's Rugby Football League team. This hands-on approach allowed audiences to see the Duster in action, highlighting its benefits for an active family. Over a period of six months, Helen created engaging online content, reinforcing Dacia's message across social media platforms and connecting with audiences on a personal level to amplify the Duster's family appeal.

The Outcome

The Dacia campaign with Helen Skelton achieved impressive results, leveraging her popularity to showcase the family-friendly Duster to a broad audience. Through her Instagram posts over six months, Helen reached her 130K+ avid followers, with the campaign achieving a total Instagram reach of 1.8 million. Additionally, the campaign garnered substantial media attention, with multiple articles published in the trade press, further amplifying the brand’s reach. This multi-channel strategy effectively positioned the Dacia Duster as an ideal family vehicle, enhancing brand awareness and demonstrating Dacia’s commitment to practicality.

Helen Skelton X Dacia
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