Can’t remember
your first
milestone?
We can.
CHALLENGE
Honda needed a restart and was losing market share to the traditional culprits:
consumer indifference, stronger competition, and traditional advertising’s
ineffectiveness. Honda needed to deliver a creative idea that could tell the story of
Honda Civic’s drastic new redesign. A milestone for the brand.
DETAILS
1.4 MM
Earned Impressions
85%
Engagement Increase
$678,000
Added Value Media
We Found Truth
Honda quickly admitted they were missing the mark on millennial-centric design and asked us to create an actual thing, NOT just an ad.
The insight hit us: getting your first Civic marks the beginning of a journey forward for our aspirational urban target. We looked at the data and our hunch was confirmed – fashion and street culture was the platform to target and build from.
Then We Executed
- We launched a social campaign to learn about our fans’ personal milestones.
- We partnered with sneaker influencers to amplify the production content generating over 1.4MM in earned media and beating traditional banner engagement by 85%.
- We leveraged our media spend effectively and produced over 83 pieces of original content.
- This turned out to be a good move and generated over $678,000 in new content and media value.
GET IN TOUCH
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