Bianca Abulafia & Christian Ohm
Transcript of Bianca Abulafia & Christian Ohm
CREATING COOL ONLINE VIDEO
CONTENT
How consumer insight has helped Mazda to
reign supreme
The Market Research Society Automotive Conference
June 2015
@FreshMindsTeam
WHO IS MAZDA?
5th biggest Japanese car manufacturer with
Challenger Brand mentality
FY2014 Global Performance best ever with
1,39 million vehicles sold
One of Europe‘s fastest growing carmakers
with 19% YOY increase in unit sales and 8th
consecutive quarter of growth (Q4 2014)
Fun-to-drive, fuel-efficient (Skyactiv
Technology) and strikingly beautiful line-up
(KODO Design)
@FreshMindsTeam
RESEARCH CHALLENGE & OBJECTIVES
• Mazda Europe to introduce
Community Hub showcasing
and expressing Mazda
mindset & lifestyle
• Hub to showcase amazing
Cool Car Content & create
fresh entry point to the brand
Why? How?
1. How interesting, enjoyable,
engaging & relevant are creative
content proposals?
2. Is content cool & exciting enough
to be shared and create Buzz &
Fame?
3. How well does content support
Mazda‘s aspirational brand
direction?
@FreshMindsTeam
RESEARCH DESIGN
1. Unique Customer Network
methodology not only looking at
individuals, but at behavior within the
network
2. Understanding the influence and
pressure that a social group has on
shareability
3. Qualitative & Quantitative
1. In-depth review of existing academic
studies into the concept of cool
2. Social media analysis to uncover
highly viral videos perceived as ‘cool’
3. Quantitative research and correlation
analysis used to identify the attributes
that most highly correlate with ‘cool’
content
@FreshMindsTeam
CRITICAL IMPACT
We’ve tapped into a
new audience
Our videos have had
6m views
Our entire online video
content strategy is
centred around our
customers
@FreshMindsTeam