Honda’s Love Affair with Its Fans

Alicia Jones, Manager of Honda & Acura Social MarketingAmerican Honda Motor Co., Inc.

@Alicia_at_Honda

Everybody Knows Somebody…

4MM+ people have become fans of the Honda Brand and models.

Love From Our Fans…

We decided to return the love…

Free Parking and Car Washes

Reciprocating gestures of love…

The Realization…

Our fans and owners stories are better than anything we could imagine.

Meet Million Mile Joe…

Love on Valentine’s Day…

Monsters Calling Home…

The Idea…

The Plan to share their story…Owned, Paid and Earned Media

The Plan…

TrueView - targeted but inexpensive video views

Search – reached those who hadn’t seen it.

Promoted posts to fans + network of friends Promoted tweets to share the love

Video seeding to music, entertainment + auto enthusiasts who reported on the story & embedded our video

The Story…http://honda.us/MCH

The Results…• Over 1.4MM YouTube views• 40,000+ Facebook “Likes”• 83,000+ new Facebook fans• Over 3.6MM reached on Twitter• Coverage in Huffington Post, Vh1,

Adweek & screen in Times Square

The Lessons…

• Be a Story Teller. It must capture and convey your brand’s essence and express it in a way that matches the perception.

• Be a Listener. Your stories are out there. Listen for them.

• Engage wherever Customers want to engage with you.• Be Nimble. Stories change. • Amplify. Share their experiences on social platforms in

ways unique to your brand. But let the story speak.

• LOVE YOUR CUSTOMERS BACK

Alicia JonesManager, Honda & Acura Social Marketing

American Honda Motor Co., Inc.

@Alicia_at_Honda