A little car. A big social moment.
A six-month creator-led campaign that brought Citroën AMI into Gen Z culture through storytelling, participation and social-first creativity.
Creative Strategy · Creative Direction · Influencer Marketing
Citroën AMI wasn't a conventional car. So why launch it like one?
The challenge was to introduce a new kind of urban mobility to a younger audience, making AMI feel relevant, relatable and worth talking about.
Not through traditional automotive advertising, but through the people and platforms Gen Z was already paying attention to.
Rather than asking people to care about the car straight away, we made AMI part of their everyday culture.
Working with Stardust's creator network, we developed a six-month social-first campaign built around discovery, entertainment and participation.
The idea was simple: let creators introduce AMI through their own personalities, giving the product a natural place in the conversations and content their audiences already loved.
One creative direction. Many different voices.
The campaign unfolded across four connected phases, each bringing the audience one step closer to AMI.
Love at first sight.
It all started with discovery.
Creators introduced AMI to their communities, turning the first encounter with an unusual little car into something surprising, entertaining and worth sharing.
WATCH ON TIKTOK ↗@jacquelinezanettiGetting everyone moving.
From discovery to participation.
A creator-led dance challenge brought AMI into the language of TikTok, encouraging audiences to join the conversation rather than simply watch it.
WATCH ON TIKTOK ↗@nelson_chukGetting to know AMI.
Once the audience was engaged, it was time to explore the product.
Creators highlighted AMI's distinctive features through entertaining, platform-native content, making product storytelling feel like a natural part of their feeds.
WATCH ON TIKTOK ↗@giuliasalemiiMaking AMI part of everyday life.
The final phase brought AMI into creators' daily routines.
From getting around the city to sharing everyday moments, the story shifted from discovering something new to imagining what living with AMI could actually feel like.
WATCH ON TIKTOK ↗@jacquelinezanettiAcross six months, 17 Stardust creators brought the campaign to life through more than 100 pieces of content on TikTok and Instagram.
Each creator had their own voice, audience and way of telling stories.
The creative challenge was to give them enough freedom to make the content feel authentic, while keeping the campaign's message, direction and progression consistent.
Not the same content repeated 17 times. One idea, interpreted in 17 different ways.
By making AMI part of social culture rather than treating it like a conventional automotive launch, the campaign generated significant visibility and participation across platforms.
Over six months, creator-led storytelling helped introduce AMI to younger audiences through content designed for the way they actually use social media.
72M+ campaign views across platforms.
1B+ TikTok hashtag views associated with #AMIfaeffetto.