ASSOCIATION OF NATIONAL ADVERTISERS PRESENTS THE 2022 DRIVING INFLUENCE AWARD TO HONDA FOR ITS DRIVE FOR FUN CAMPAIGN
The Association of National Advertisers (ANA) announced Honda as the recipient of the 2022 Driving Influence Award for its "Drive Your Fun" digital campaign. The ANA's Driving Influence Award is designed to recognize automotive manufacturers that utilize influencer marketing in a creative and powerful way.
Tapping into the nuanced interests of Civic Sedan micro-targets-those who have passion for nightlife, beach days and basketball-Honda decided to launch the 2022 Civic Sedan with a social/digital campaign made entirely by content creators. Each creator was chosen to speak to a different target in key Gen-Z areas, using the all-new Civic Sedan as a vehicle for driving their fun. The result was 11 unique pieces of loopable content, each serving as a reminder that, no matter your ideal type of fun, the Honda Civic Sedan is the perfect fit. The final videos were shared across TikTok, Reddit, Instagram, Facebook, Twitter and LinkedIn, both from Honda's channels and those of our content creator partners.
"Honda is honored to have been recognized by the ANA for our Civic content-creator campaign, 'Drive Your Fun,' which is certainly timely as Honda continues to bring the 11th-generation Civic lineup to market this year," said Allie Coulter, Honda social media marketing manager. "The campaign has not only surpassed goals across social platforms, but has also significantly increased purchase intent while demonstrating that Honda is connecting with our fans through innovative and engaging digital content."
The campaign surpassed goals across most social platforms by generating more than 4.1 million total impressions and an overall 5.6 percent engagement rate (6.6 percent engagement rate on Instagram, specifically). The campaign also significantly increased purchase intent by contributing to Honda brand perceptions of being youthful/fun-to-drive and delivering strong positive recognition, with 92 percent of campaign recognizers taking an additional step of some kind.
"The ANA is thrilled to present the 2022 Driving Influence Award to Honda for 'Drive Your Fun,' a campaign that truly represents the best of influencer marketing: authenticity, audience alignment and visually-arresting content that drove meaningful engagement and results," said Leah Marshall, ANA director of influencer marketing.
Honda also received the ANA award for previous digital campaigns including 300 Feet of Adventure, April Fools Kit and Monsters Calling Home. Additional past ANA Award recipients include Hyundai (Santa Fe Social Media Activation and Walking Dead Chop Shop), Mitsubishi (Kids Talk Safety) and Toyota (Family Trails).
Tickets to the 2022 Chicago Auto Show are currently on sale at ChicagoAutoShow.com. The show runs Feb. 12-21 at McCormick Place and is open to the public 10 a.m. to 10 p.m. each day, except for the final day (Presidents Day) when the show closes at 8 p.m. Adult ticket prices are $15; seniors ages 62 and older are $10; children ages 4-12 are $10; kids 3 and younger are free. The Chicago Auto Show will operate in full accordance with health and safety protocols required by the Illinois Department of Public Health. Check the website for the latest updates.
For more information on the Chicago Auto Show, visit ChicagoAutoShow.com. For more information on the ANA, visit www.ana.net.
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