Honda launched a very creative social media campaign recently designed to truly drive engagement. The company created a powerful back-and-forth conversation with its customers. To kick off its summer promotions, Honda asked customers to write tweets using the hashtag #wantnewcar if they were itching to ditch their old car for a new set of wheels. The company responded with six-second personalized Vine videos in response to some of these creative tweets. The Vine videos made suggestions for new Honda cars and encouraged these potential customers to take a closer look. As you might imagine, this campaign created quite a conversation between Honda and potential customers, as well as among consumers. Check out this creative exchange as one example of the type of back-and-forth that emerged. You can see that Honda was truly trying to have some fun with this campaign.
Did the social media campaign have an impact? It tripled Honda's engagement via Twitter. According to this article, the hashtag has been used nearly 7,000 times. The article reports that, "The word 'Honda' received an estimated 247 million impressions between July 14 and Tuesday morning."
Has this incredible level of social media engagement with the consumer led to increased revenues? That will be the key question. We will watching closely to see if Honda reveals any data on the connection between the increased social media engagement and auto sales.