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Honda Taps Into Current Trends, Using Relevant Influencers

When COVID-19 shut down large-scale production of commercials and glossy magazine ads, Honda turned to influencers and social to carry on.

Jessica Fini, manager of social media for American Honda Motor, told Tuesday's audience at our Marketing:Automotive conference on Zoom about several interesting efforts.

The Kitchen Derby really showcased the creative thinking that goes into marketing when most regular roads are blocked. Fini said the brand turned to digital influencers to create posts on Honda's Instagram channel in 10 days. Using Hotwheels' versions of the Honda Type R and the hashtags #CreateAtHome, @ErinOutdoors created outdoor scenes for the cars for "shoots" indoors using bed sheets and grocery bags. Similarly, @TommyLundberg, using the same car, took viewers on a journey through his house, cruising, for example, along the piano.

The work garnered 500,000 impressions and 20,000 likes, Fini said.

"We tapped into existing trends," she said, "and used influencers who are relevant." She credited the use of quick quick production skills with the creation of engaging content when larger productions were not possible.

Now, the brand is in the middle of introducing the new CR-V Hybrid. It is creating two influencer campaigns. One, the multicultural effort, is called "Compartendo el Savor (Sharing the Flavor)" and will highlight the good works of restaurateur influencers on Honda Latino Twitter and Instagram channels soon.

New CR-V hybrid, in middle of introducing new model. Two influencer campaigns. Multicultural in process. Compartendo El Sabor (sharing the flavor) Restaurateur influencers. Highlighting chefs' doing good works. Honda Latino twitter and instagram channels soon.

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