In March, you may have seen the news of our exciting campaign with Honda (UK) Motorcycles. It was to promote the launch of their all-new Fireblade model, to drive footfall into dealerships and build engagement with Honda’s audience. The results are now in and needless to say the campaign was a roaring success!
The four week campaign offered the chance to win a Honda Fireblade (worth more than £15,000) by encouraging audiences to upload a selfie with one of the Fireblades displayed at an official Honda dealer, using the hashtag #FirebladeSelfie. The two-way conversation utilised user data and photos to deliver a personalised ‘good luck’ video. The multi-layered campaign was supported by media spend on Facebook and Twitter, as well as through Honda’s owned media and CRM.
Why video? Honda wanted to use the latest technology to produce a rewarding brand engagement campaign. By developing an intent-based marketing campaign, whereby the customer makes the first move (i.e. uses a hashtag), Honda was able to deliver truly personalised digital engagement that developed a conversation with the customer.
See the full case study here.
The campaign achieved its aim of driving visitors to engage with Honda dealerships across the UK, with over 1,400 selfies taken at dealerships and over 100 test rides booked. As of today, the Honda Fireblade has nearly sold out across the UK.
Honda also wanted to encourage fans to share content across their social channels, to ensure maximum reach and engagement. Over 4,640 personalised videos were created for Honda’s social platforms leading to:
- 5,900 new followers over the campaign – a 136% increase versus an average month
- 91.5% increase in engagement over the campaign period with over 38,000 engagements
With the average Twitter engagement rate for top brands lying at 0.07% per tweet, EchoMany’s average video engagement on Twitter was 11.85% for Honda’s campaign.
Nick Bennett, Digital Content and Social Media Section Manager at Honda Motor Europe said: “Our first priority for marketing the Fireblade was to drive more engagement with our users across social media, as well as actual footfall into dealerships. EchoMany technology allows us to reach and engage with the core bikers and then share their excitement for our new product across these channels. With an increase in the number of consumers visiting dealerships, our in-store sales teams have commented on the number of leads coming from the #FirebladeSelfie campaign. Following the success of this campaign, personalised video is set to become a key asset as part of our wider marketing campaigns.”
If you’d like to find out more about personalised video campaigns in Facebook Messenger contact our team on (0)1491 413333 or email firstname.lastname@example.org.