Pirelli Australia appoints We Are Different to build social fandom

Pirelli Australia has appointed independent earned-first creative agency We Are Different to lead its social media and influencer marketing in Australia, turning the brand’s passion for driving into content audiences actively want to follow, share and engage with.

The appointment centres on a simple strategic idea: the world’s most passionate tyre brand should create the world’s most passionate driving content.

Drawing on Pirelli’s heritage across motorsport, premium automotive culture and off-road adventure, Different’s approach will celebrate the people, passions and experiences that make driving meaningful – and showcase the tyres that help make them possible.

The remit spans social strategy, influencer, and always-on content production, bringing together cultural insight, community thinking and an in-house production model designed to move at the pace of social.

Different’s creative approach and ability to capture compelling content through lean, on-the-ground production were key factors in the appointment. The model allows the agency to get closer to driving communities and create a consistent stream of content built around their interests.

Says George Albuquerque, Trade and Consumer Marketing at Pirelli Australia: “Social continues to play a lead role in building long-term preference for Pirelli, connecting the passion people have for driving with the performance and expertise behind our tyres. Our agency brief called for a fresh approach that could bring those two worlds together in ways that feel relevant, engaging and distinctly Pirelli.

“Different stood out with a clear strategy for making that connection through content people want to watch, share and engage with. Their creative approach and social-first production model are helping us get closer to Australian driving communities and build stronger connections with our brand and products.”

Says Stuart Terry, Founder and Director of We Are Different: “Building fandom takes more than a regular posting schedule. It takes understanding what people care about, finding a distinctive role for the brand and making content that gives them a reason to come back.

“We’ve built our social offering around that belief, combining earned-first creative thinking with a social-first production model that gets us closer to the action. Few brands have Pirelli’s heritage, credibility and connection to driving culture. We’re excited to turn that into content that earns the same passion from audiences.”

The appointment further strengthens Different’s award-winning social and influencer offering, combining earned-first strategy, social-first creative and integrated content production to build engaged communities and lasting brand preference at scale.

It builds on the independent agency’s track record of helping iconic and culturally influential brands connect with audiences through an earned-first ecosystem spanning PR, social, influencer marketing and owned channels. The agency’s client portfolio includes FUJIFILM, Brown-Forman, Spotify, Hinge, HelloFresh Group, Sydney Water and Kimberly-Clark Australia.

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