The Early Deadline is December 9th! Enter Now!

Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 11th Annual Shorty Awards

The Kona Way

Entered in Auto

About this entry

Hyundai's new compact SUV Kona launched a new category for the brand with a different kind of audience: young adventurers who value experiences over things. So we set out to connect with them through stories of like-minded people—social influencers and local Hawaiian islanders who live life purposefully, the Kona Way—on the platforms they actually use every day.

Why does this entry deserve to win?

We invited ten social influencers to Kona, Hawaii, to embark on personal journeys in the Hyundai Kona. In addition to the influencers' own content sharing discoveries with their audiences, we captured three special stories in a docuseries, "Kona Way," created, not for TV, but for our YouTube channel, where our audience is more likely to watch video content.

Together, the campaign shared with the social world what the Hyundai Kona is all about: that life is less about more, and more about the moments that really matter.

Results

With over 42,302,516 impressions and 17,140,377 video views, the Kona Way campaign exceeded its target goals and generated 2.3x more social engagement than the Hyundai benchmark. Though the Kona SUV was a completely new model with no previous name recognition, it exceeded its sales goals by 5% in the first year.

Media

Video for The Kona Way

Entrant Company / Organization Name

INNOCEAN USA, Hyundai Motor America

Entry Credits