Hyundai
HyundaiCompany Name to
Receive the Award:Initiative
Agency: Initiative
Brand: Hyundai Tucson Widget
Executives Involved: Jason Deal SVP, Group Account Director
Lindsey Kollross, Account Director
Arthur Yu, Account Supervisor
Maya Pollak, Media Planner
Brief: Campaign Name: Tucson- Movie Awards
Recipe Widget
Advertiser/Brand: Hyundai
Lead Agency: Initiative (Los Angeles)
Challenge
For the model refresh of the 2010 Hyundai Tucson, Initiative and Prophesee,
Initiative’s social media practice, were challenged to successfully launch the
CUV in a market of dominate leaders such as Toyota RAV4 and Honda CRV.
Insight/Strategy
Through MRI, Simmons and JD Power research, we determined that the culinary
arts rank extremely high as a core passion of our target, and according to
ComScore Ad Metrix, the food vertical is relatively untouched by competitive
auto brands. Additionally, the Tucson launch timing aligned with the Academy
Awards, of which Hyundai is an official sponsor. Thus, we cooked up a social
marketing program that promoted user interaction and engagement with the
Hyundai brand while encouraging our target to “Try Something New,” such as
approaching award season entertaining in a non-traditional way, or choosing the
redesigned Tucson over the competitors.
Tactics
To develop an effective strategy, we teamed up with Federated Media Publishing,
a network of independent blogs and social media properties specializing in
online conversations. Together, we created a campaign strategy based around the
social gathering aspect of Oscar night through our target’s core passion point
of food. We came up with the idea of creating an Oscar recipe widget, sponsored
by the Hyundai Tucson, which could be shared across multiple social media
platforms.
To create the widget and populate it with relevant content,
Federated Media tapped into two influential recipe/foodie communities within
their network: Bakerella and Serious Eats. The bloggers created original
Oscar-themed recipes including "Up in the Eclair", "Inglorious
Custards and “Avatarts”. The recipes were featured on Bakerella and Serious
Eats, and within the widget which was posted across popular food blogs. Viewers
were encouraged to share the widget on their personal websites and through
their social networks.
To further amplify the Hyundai Oscar sponsorship and
increase engagement, we posted the widget within a custom tab on the brand’s
Facebook page. Additionally, we teamed up with Media Needle, a social
media/word-of-mouth marketing agency, who reached out to mom bloggers, offering
them incentives for posting the movie award recipe widget on their own personal
blogs.
Results
By the end of the seven week campaign, the widget resulted in an average of
9,500 page views across Bakerella and Serious Eats, with an average of 15
comments per post. Bakerella’s wrap-up post, “Fun with Films,” also generated
the added value of 13,069 page views and 3,192 comments. The widget set new
industry benchmarks for interaction and engagement with comparable
“conversationalist” units, surpassing the average 0.06% CTR and average 0.07%
overall interaction rate. The shareable widget delivered 4,192,522 page
impressions with a CTR of 0.12% and an overall interaction rate of 0.17%, which
is more than double the industry average. Facebook further amplified this reach,
garnering additional widget shares and views and increasing traffic to
Hyundai’s website.
In addition to the impressive content interaction rate, the Tucson became the
#1 considered CUV, besting the CRV and RAV4 during the launch period according
to Edmunds.com. Finally, the Tucson sold double the projected goal according to
Hyundai sales figures.
Link to Your Creative
Materials: Hyundai Tucson
