Charging Ahead:
NIO Brand Content with AKQA
Partnering with ACDs at AKQA Berlin and South Africa, to coordinate a team of copywriters and art directors developing brand content and digital campaigns for NIO Europe on both owned and social media channels.
The aim: Strengthen NIO’s European market presence with easy-to-adapt content that builds brand awareness and encourages user interaction.
NIO is much more than a car brand, but very few of their European users know this.
NIO Europe needed a constant pool of high quality content in English for use across the European market on both their own NIO app and social media channels that would educate users about NIO the brand, their tech innovations, and the individual vehicle models. The content also had to ensure continuity of brand assets and encourage NIO community engagement.
Over several months I co-lead the NIO team at AKQA to create content designed to help users gain a greater awareness of NIO beyond the electric vehicles. Working with the strategy lead, we built distinct communication pillars and defined regular content formats, including short posts, long form articles, banners and video content.