THE ASSOCIATION OF NATIONAL ADVERTISERS PRESENTS THE 2020 DRIVING INFLUENCE AWARD TO HONDA FOR ITS 300 FEET OF ADVENTURE CAMPAIGN
The Association of National Advertisers (ANA) presented the 2020 Driving Influence Award to Honda for its 300 Feet of Adventure campaign during the Chicago Auto Show's Media Preview. The goal of ANA's Driving Influence Award is to recognize automotive manufacturers that utilize influencer marketing in a creative and powerful way.
To launch the all-new Honda Passport, the team looked for a unique insight to kick off the campaign, and found this key information: The average person scrolls through 300 feet of social media content on their phone every day. This created the need to turn that social feed into a tool to inspire users to take new adventures with the Passport by, in turn, working with influencers to show how the Passport brought them from screen to adventure.
Five social media influencers utilized the Passport to complete a 300-foot outdoor activity aligning with their area of expertise. Chris Burkard went paragliding, Joey Schusler went mountain biking, Andy Mann went fly fishing, Sasha DiGiulian went rock climbing and Rafi Ortiz went kayaking. Each influencer delivered still and video content that rolled out in April and May of 2019 on Honda's and their own social channels. The campaign focused on creating content that captured each of the influencer's adventures.
"On behalf of the entire Honda social team we thank the ANA for recognizing our 300 Feet of Adventure campaign, said Jessica Fini, manager, automobile social marketing. "For the Passport social launch, we really leaned into the social insight that people not only live vicariously through influencers on Instagram but also scroll through a significant amount of content daily - on average 300 feet. Partnering with a significant active lifestyle influencer like Chris Burkhard at the onsite of the campaign gave our content a truly authentic feel. Additionally, by leveraging the additional influencers like Andy and Rafi, it allowed us to target interests in line with the Passport buyer. It was not only fun and exciting content to watch, it generated view rates and engagements that surpassed our objectives."
The campaign produced 15.7 million impressions and 271,000 engagements for an overall engagement rate of 1.7 percent. One of the main reasons to partner with influencers was to leverage their credibility with their audiences to generate purchase consideration for the Passport and increase favorability for the Honda brand.
"The ANA is thrilled to present the 2020 Driving Influence Award to Honda for 300 Feet of Adventure, a campaign that truly represents the best of influencer marketing: authenticity, audience alignment and visually-arresting content that drove meaningful engagement to the tune of more than 15 million impressions," said Leah Marshall, ANA director of influencer marketing. "Moreover, the campaign creatively inspired viewers to set a vision for outdoor adventures and embark on them, a call to action that commendably invited a higher purpose."
Past award recipients include Honda (Monsters Calling Home and April Fools' Fit Kit), Hyundai (Walking Dead Chop Shop), Toyota (Family Trails) and Mitsubishi (Kids Talk Safety) and Hyundai (Santa Fe Social-Media Activation).
For more information on the 2020 Chicago Auto Show, visit www.ChicagoAutoShow.com. For high resolution photos and b-roll, visit www.ChicagoAutoShow.com/media/online-newsroom-gallery.
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