Table of Contents: Campaign Overview | 1. Out-of-Home Ads | 2. Digital (Infographic) | 3. Social Media Ads (Instagram) | 4. Blog
Campaign Overview
The following campaign was produced for a final project in the course Multimedia Content Creation for Brand Storytelling (PR524) through USC’s Public Relations and Advertising Master’s program
Background
The Problem: Rivian is a beloved electric vehicle (EV) startup. However, it continues to lose revenue due to intricate vehicles and high production costs. Rivian also operates exclusively in the luxury market – vehicles start at $70,000 – at a time when EV sales are slowing partially due to a lack of affordable options.
Opportunity: A need exists for Rivian to release and market vehicles for the mass market where EV demand is increasing but affordable options are limited. That’s why Rivian is releasing its new R2 vehicle in 2026 to be sold at $45,000.
Campaign – “Rivian R2: For All of Life’s Adventures.”
Overview: Launch a national campaign that promotes Rivian’s upcoming R2 vehicle for the mass market.
Campaign Goal: Increase awareness and positive perceptions of the Rivian R2 among the target audience.
Strategy: (1) Tap into the growing family car market by marketing the R2 as an exciting, safe, reliable, and affordable family vehicle. (2) Illustrate the family experiences and benefits of using an R2 via human-focused imagery and Rivian’s core brand theme of adventure.
Target Audience: Middle-income American families with active lifestyles.
Elements: (1) out-of-home ads (billboards and mall kiosk networks), (2) infographic, (3) four Instagram ads, and (4) 400-word blog.
1. Out-of-Home Ads
OOH ads will be placed within a 100-mile radius of Rivian Service Centers, which are currently located in 24 states.
Mall Kiosk Networks
A series of three ads will be placed throughout outlet and indoor malls. These types of malls offer high foot traffic and a high proportion of middle-income families in suburban areas (a strong overlap with the campaign’s target audience).
Billboards
Billboards along major highways provide high exposure among car owners, local residents, and commuters in target markets.
2. Digital (Infographic)
The infographic is meant to be shared via digital marketing streams (website, social media, email) and highlight the technical specs of the R2 with an emphasis on features most applicable to middle-income families including pricing, vehicle range, and cargo storage.
3. Social Media Ads (Instagram)
Using the design themes of the OOH ads, these four Instagram ads show the R2 in active, outdoor, and family-oriented settings. Each of the four posts contain a focus on a specific vehicle feature (consistent with messaging from the infographic and blog) to resonate with the target audience once reached through paid promotion and ad targeting.
4. Blog
From the Backcountry to the Supermarket, the Rivian R2 is For All of Life’s Adventures
The 5-seat, 300-mile range Rivian R2 will start at $45,000, bringing everything rivian drivers love about our vehicles to a wider range of adventure-seekers.
Here at Rivian, we seek to make vehicles that empower your adventurous spirit and help create the future our kids deserve. The R1T and R1S were our “handshake with the world,” and designed with this mission closely in mind. We are proud of what these vehicles have accomplished, including helping Rivian become the most loved car brand in the United States and the first electric vehicle to complete the Mint 400 (a prestigious 400-mile off-road race).
The upcoming Rivian R2 is a continuation of everything customers love about our R1 vehicles. But with a lower starting price – $45,000 – the R2 will allow a wider range of individuals and families to join the adventure. The all-electric SUV is designed for rugged adventures and everyday use, with space for five to travel comfortably and store their gear. Regardless of whether you are retreating to the mountains, dropping the kids off, or driving to work, the Rivian R2 is ready for all of life’s adventures.
Designed for Maximum Storage
We know that your vehicle needs can change daily, which is why R2 is designed to maximize storage for a variety of scenarios without compromising on comfort. Equipped with a front trunk for extra gear, fold-flat seats, concealable drawers, and rear bike mounts, the R2 is ready for whatever adventure today holds.
A Battery and Charging System You Can Depend On
Built to give drivers a reliable and efficient charging experience, R2 has a 300+ mile range and a charging system that can recharge at home and quickly on the go with the Rivian Adventure Network and Tesla Superchargers.
Interior for the Future
With space for five, R2’s spacious interior combines comfort and cutting-edge technology including its next-generation steering wheel with haptic feedback, trim made from recycled materials, and so much more!
Save Money By Going Electric with Rivian
Switching to an electric vehicle has never been easier, and Rivian wants to help your family make the change! In addition to the $1,000 saved each year by going electric, families can trade in their gas-powered vehicles for a new Rivian and qualify for tax incentives starting at $3,750.
We greatly look forward to releasing the R2 in 2026 and seeing the adventures you take on. Visit rivian.com/r2 to explore the R2 and reserve yours today.
Disclaimer: All content included on this webpage was created by Dylan Macy for a class project in Multimedia Content Creation for Brand Storytelling (PR524) through the University of Southern California’s Public Relations and Advertising Master’s program. All images used in campaign materials (OOH ads, social media ads, and the blog) were sourced from Rivian. Dylan has no official affiliation with Rivian Automotive, Inc.