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How Maserati uses influencers to drive its Instagram strategy

While some automotive brands focus on nostalgia, others capitalise on user-generated content. But whatever the approach, many are recognising the power of using Instagram to attract and engage car enthusiasts.

With its takeover campaign, Maserati is one brand that’s been taking a different tack. Instead of simply partnering with influencers on a one-off or short term basis, it has relinquished control of its account to a different influencer each month since it launched.

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