BMW x Kith: Driving Culture Forward at Art Basel Miami Beach 2024

ASK

For Art Basel Miami Beach 2024, we were tasked with maximizing the impact of the BMW x KITH collaboration through a high-energy KOL activation. The goal was to elevate BMW’s cultural relevance, generate organic social buzz, and solidify the brand’s position as a key player within the global creative scene.

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APPROACH

Rather than following a rigid set of social media deliverables, we designed a strategic, guestlist-driven approach, prioritizing cultural credibility over sheer reach. Instead of chasing volume, we secured eight key anchor KOLs who carried significant influence across industries. This curated lineup included director Cole Bennett, 032c founders Jörg & Maria Koch, and top model Alton Mason—figures who not only enhanced BMW’s presence within the cultural sphere but also attracted other high-profile attendees.

Our exclusivity-first strategy transformed the event into a must-attend moment, drawing influential figures from fashion, music, and art. Among those in attendance were WNBA player Kysre Gondrezick, fashion disruptor Denzel Dion, artist Pilar Zeta, and Avi Gill of Welcome.jpeg, a prominent cultural blog. By leveraging these organic connections, we ensured that BMW’s presence at Art Basel felt both authentic and highly desirable.

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RESULT

The strategy delivered exceptional results, exceeding expectations and reinforcing BMW’s cultural positioning. The event drew double the expected guest turnout, further cementing its exclusivity. Social impact was equally strong, with over 5 million impressions, fueled entirely by organic buzz. Attendees generated 90+ organic content assets, reaching an estimated 2 million people and driving a highly engaged audience.

With an above-benchmark engagement rate of 2.7%, the activation proved the power of authentic KOL-driven storytelling—demonstrating that true influence comes from cultural alignment rather than rigid content agreements. The event not only strengthened BMW’s exclusivity narrative but also positioned the brand as a credible leader within the creative industries, further embedding it in key cultural conversations.