Tesla`s Marketing Revolution: Driving the Future of Mobility through Brand Advocacy

Case Code: MKTG472 Case Length: 9 Pages Period: - Pub Date: 2025 Teaching Note: Available

Price: Rs.400 Organization : Tesla, Inc. Industry : Automotive Countries : United States Themes: Advertising & Promotion, Advocacy Campaigns

Abstract Case Intro 1 Case Intro 2 Excerpts

Abstract

This case study explores American multinational automotive and clean energy company Tesla Inc.’s ground breaking approach to marketing, where it defied traditional norms by relying on zero paid advertising, focusing on word-of-mouth, viral marketing, and CEO Elon Musk's personal brand. Tesla's innovative strategy leveraged customer advocacy, social media engagement, and product excellence to generate a global buzz. The case highlights how Tesla leveraged customer advocacy, product excellence, and its founder Musk’s clout following to generate global interest and create a loyal customer base.

Issues

The case is structured to achieve the following teaching objectives:

• Understand how non-traditional marketing channels can be used to drive brand awareness
• Analyze Brand Advocacy as a Growth Tool
• Illustrate the impact of Social Media & Leadership Influence on the success of a brand
• Discuss how Innovation can be used as a marketing tool

Contents

The Silent Buzz — Tesla’s Unique Approach to Marketing
The Road Less Traveled — Tesla’s Journey to Disruption
Viral Velocity — Tesla’s Marketing Playbook
Challenges & Risks
Exhibits

Keywords

Tesla; Zero paid advertising; personal branding; viral marketing; customer advocacy; brand advocacy; social media engagement; Elon Musk; customer base; leadership influence; non-traditional marketing;

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