CHALLENGE
BMW M’s internal teams were inundated with fast-paced data insights from emerging cultural trends and tech/automotive industries. Existing reports were dense and lacked the editorial sharpness to provide the clear, practical insights needed for creative and strategic planning.
SOLUTION
I researched, produced, and wrote a biweekly email trend report that translated complex trend data into relevant, keen insights. The newsletter was designed to be succinct and engaging, directly supporting the brand and its strategic goals.
STRATEGY
SCAN & SOURCE
I systematically monitored a curated list of sources across tech, cultural publications, and consumer behaviour.
Synthesise & Analyse
I connected disparate data points to identify the core trend and, most importantly, its relevance to a luxury performance brand.
Write & Frame
I translated the analysis into clear, confident copy using a consistent framework: Trend -> Insight -> Implication for BMW M.
REFINE & VALIDATE
I established a feedback loop with the creative and strategy teams to ensure relevance, using their input to continuously refine the focus and utility of each edition.
EXECUTION
RESULTS
METRIC
2023
2024
change
INSIGHT
OPEN RATE
61%
79%
+18%
The shift to sharp, editorial subject lines made the report a “must-read,” cutting through the noise.
BOUNCE RATE
0.2%
0.0%
-0.2%
Confirmed relevance and accurate targeting across strategy and creative teams.
CTR
2.8%
5.1%
+2.3%
“Trend -> Insight -> Implication” framework successfully drove traffic to source materials and deep-dives.
CTOR
36%
58%
+22%
Key Success: Proof of high utility. The majority of readers found immediate, actionable value in the curated insights.
AVG. LINKS PER READ
1.5
2.7
+1.2
Readers engaged with multiple trends per edition, indicating high relevance across different projects and functions.
CONCLUSION
This project demonstrated that a well-executed trend report is more than just communication; it is a strategic tool. By translating cultural shifts into brand-specific insights, I equipped BMW M with the clarity and confidence to make smarter, more relevant creative and strategic decisions.