Honda is one of the world’s most preeminent brands. When they decided to spend the largest chunk of their advertising budget on digital channels, Honda came to us. And we devised them a plan they couldn’t resist.
The brand’s former Facebook page had attracted a mere 260 fans. Despite this, a number of different motorcycle models were due to be launched, and diverse, overlapping audiences (in terms of demographics and interests) needed to be reached. While Honda is a leader in the motorcycle industry, it did not have a digital presence worthy of its stature. Furthermore, its target group was the 35+ crowd, even though most of its Facebook users were somewhat younger.
First, we created an innovative SuperTab on Honda’s Facebook page, combining the functionality of a site with the interactivity of a social network. This enhancement alone attracted 45,000-50,000 unique users per month. The campaign targeted users through the channels that were being developed. This served to make them familiar with the new digital face of Honda, bringing them into the community while simultaneously promoting Honda’s latest models. At the same time, we worked feverishly on the development of a leader-appropriate site.
What we Delivered.
We brought about content innovation, creating the most up-to-date and interactive Facebook tab in the industry. By utilizing social media as Honda’s prime communications channel, we left the competition behind.
We also developed innovative social media strategy. For the first time, we used Twitter and Youtube, retargeting and maximizing the brand’s share of voice and clutter-free frequency for the audience, which we routed to the ôçò Honda motorcycles website to book a test ride. This tactic alone brought about a six percent conversion rate!
Honda’s Facebook page has been operating with our content and digital media strategy ever since January 2012, attaining a new level of engagement with over 135.000 fans.
Honda motorcycles’ overall presence in the social media sets both a global and a European precedent in the industry. By any indicator, Honda is the industry’s No. 1 brand in the social media and has the largest and most engaged community in the cars and motorcycles industry.
And by the way, the new site we developed rocks!
fans on Facebook
(+20% fan growth 1H 2014)
views on youtube
on Honda Moto HTML tab