Pirelli appoints We Are Different to its Australian social media account

Pirelli has appointed independent, earned-first creative agency We Are Different to lead its social media and influencer marketing in Australia.

The strategy is built on the idea that “the world’s most passionate tyre brand should create the world’s most passionate driving content”. Different will draw on Pirelli’s history in motorsport, premium automotive culture and off-road driving, with content focused on the people and experiences behind driving and the tyres involved.

The agency's remit covers social strategy, influencer marketing and always-on content production, using an in-house production model built to work at the pace of social.

George Albuquerque, Trade and Consumer Marketing at Pirelli Australia, said: “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.”

READ MORE: We Are Different makes senior hires and commits six figures to training

Stuart Terry, Founder and Director of We Are Different, said: “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.”

Different’s creative approach and its ability to produce content through lean, on-the-ground production were key factors in the appointment. The model lets the agency work closer to driving communities and produce a steady stream of content around their interests.

Different’s client list includes FUJIFILM, Brown-Forman, Spotify, Hinge, HelloFresh Group, Sydney Water and Kimberly-Clark Australia. The agency offers an earned-first approach across PR, social, influencer marketing and owned channels.