To launch the 2018 Honda Accord we were tasked with reaching a diverse audience while bringing awareness to a car in a dying segment. To do this we took to Facebook where people naturally celebrate each other’s accomplishments. We gave people control of our message, letting them award their friends for achievements by tagging them in the comments of our post. This triggered a custom video response from Honda, featuring our trophy, complete with their friend's name engraved on it. Over 150 unique award videos were released to hyper-targeted audiences on social media. The campaign succeeded in building interest for the Accord, while celebrating others’ achievements, rather than bragging about our own.
HYPER-TARGETED VIDEO POSTS
These videos were crux of our campaign, released from January through March in 6 flights all surrounding events and holidays to optimize their performance. So leading up to the Grammys we pinpointed musicians and singers with The Best Undiscovered Singer Award and following the Super Bowl we targeted Eagles fans in Philadelphia. We dove in real deep so here are just a few of my favorites.
CUSTOM DYNAMIC RESPONSE VIDEO
People that tagged a friend in our nomination video received and instant reply fully customized with both their name and their friends in the video.
GENERAL TARGET MARKET VIDEOS
Leading up to the release of our micro-targeted videos we released five general targeted videos. These videos reached our larger bucket of targets and drove home our message that better is a never-ending quest.