Honda ramps up social presence in millennial-centric push for Civic redesign

By Brielle Jaekel

January 8, 2016

Honda dreams up brand-new design for this year’s Civic

Honda is moving into high gear on mobile, targeting millennials for a Civic redesign through advertisements special to social networks platforms that succeed with the young market.

The Honda Civic has actually been understood to be popular with more youthful motorists and the automaker is not losing out on any possibilities to reach the millennial group, with a series of mobile-pushes on popular social media outlets. Honda is enhancing its presence on Snapchat, Instagram, YouTube, Twitter and Facebook with a variety of various ad campaigns belonging to each platform such as filters on Snapchat and video ads on Instagram.

“Utilizing mobile presses through social networks is vital to online marketers in today’s environment since those are the channels most used by customers,” said James Briggs, CEO of Briabe Mobile. “Social content is extremely shareable, so by putting this material at consumer’s fingertips through mobile gadgets, you are developing an army of brand ambassadors to share your message.

“This can assist a campaign go viral and put your message in front of millions of consumers very rapidly,” he stated.

Driving mobile engagement

The automaker is ramping up for the Honda Civic 2016 redesign to ensure millennials understand its brand-new look and features. The brand will be sharing a filter readily available nationally on Snapchat in the upcoming weeks for users to hopefully share their enjoyment for the new design with other users.

Snapchat’s Discover channel for publishers Buzzfeed and IGN will be taken control of by the brand for one day to commemorate the automobile’s release. Video and photo ads will be seen within the platform’s collective live stories and other Discover channels.

Honda shares still images on various outlets for its new Civic campaign

Honda is likewise making the most of Instagram’s marquee video advertisements, which allow brand partners to go extend the 15-second limitation to 30 seconds, along with conventional still images. There will also be sponsored posts on other social media channels such as Facebook and Twitter.

Mobile and desktop pages on YouTube and Yahoo will likewise get a takeover dedicated to the 2016 Honda Civic project. Buzzfeed is likewise partnering for a three-part video series targeting the basic market and Hispanic to reach a broad audience through the popularity of mobile video and the publication itself.

The project is fixated Honda’s television spot called the Dreamer, which features an engineer dreaming up the brand-new design, together with the slogan “direct from our creativity, the all brand-new Civic.

Honda’s mobile presses

Likewise, Honda promoted its nationwide Honda Dream Yard sales Event through a mobile wallet ad campaign that welcomes customers to tap a banner ad and save the occasion to Apple’s Passbook or Google Wallet (see more).

Honda dealerships in New york city, New Jersey and Connecticut also leveraged the selfie fad in the past by welcoming showroom visitors to snap a picture with a brand-new Civic to have a chance to win the vehicle (see more).

“Honda is plainly making an effort to attract a younger buyer, which is a group that can be reached straight through mobile and social channels,” Mr. Briggs said. “It has actually been well documented just how much material the millennial audience consumes through mobile and social, so carrying out a marketing project through these channels will offer a brand with direct access to the consumers they are targeting.

“Furthermore, young customers, and specifically millennials are a crucial demographic for automakers,” he said.

Brielle Jaekel is editorial assistant on Mobile Marketer and Mobile Commerce Daily, New York. Reach her at brielle@mobilemarketer.com.

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Honda ramps up social presence in millennial-centric push for Civic redesign