Civic #TypeR

Honda | Twitter & Messenger

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Retention rate

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increase in Tweet engagement

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target number of subscribers

The Campaign

 

EchoMany was once again engaged by the team at Honda to help drive potential customers into dealerships. By initiating a subscription type mechanism across both Twitter and Facebook, users are delivered unique, highly sharable personalised content over a number of weeks – with the aim of raising awareness and increasing positive sentiment around the new Type R.

 

 

On Twitter, this takes the form of a Retweet to Subscribe campaign, whereas on Facebook the content is delivered via a Messenger Chat Bot. Users simply Retweeted a CTA tweet or typed #TypeR into a Honda Messenger chat to subscribe to receive exclusive personalised content and information about the new Honda Civic Type R.

How It Worked

Users subscribe, and immediately receive a personalised static image reply in the form of an avatar-friendly image of their name on a badge as part of the cars’ interior.

At key moments in the days leading up to the official launch of the Type R, further personalised videos were delivered along with other relevant content. E.g. One linked to a blog post with more information about the car.

One personalised reply included a call-to-action, where subscribers could click to generate an additional ‘personalised poster’ featuring their favourite model of Type R. 50% of recipients opted to generate this extra asset.

On launch day the final asset was delivered, along with a link to the “Find your nearest dealer” section of the Honda UK website.

What We Created

Reactions

Want to know more?

 

EchoMany is delivering ‘firsts’ within its industry as well as for its clients by adopting a creative-led approach. Creative ideas, innovative application of data and unique platform integrations have ensured ground-breaking and newsworthy campaigns for Fox, Pizza Express, Cancer Research, National Lottery and many others. EchoMany’s creative expertise in delivering highly personalised videos consistently achieves outstanding results for clients, exceeding expectations with key campaign metrics regularly seeing triple-digit improvements versus standard campaigns.

 

EchoMany provides data and insight that can be acted upon in real-time ensuring that personalised video campaigns are a valuable part of the customer journey. We are proud to be defined as software with a service. Get in touch if you’d like more information about our campaigns for Honda!