At Hyundai, making things better is at the heart of everything they do. It's why they question the impossible. It's why they wake up every morning and ask themselves: How can we make things better?
Our objective was to reach new audiences and tell stories that would echo Hyundai's "Better Drives Us" mantra. To help craft that story, Hyundai partnered with BuzzFeed to develop impactful, branded content for the launch of the all-new Ioniq Hybrid. BuzzFeed set out to bring Hyundai Ioniq's product positioning, "You can do better without having to compromise" to life through video content that:
● Passes the Hyundai Empathy Test, enriching viewers' experience with positive content and making their lives better.
● Inspires viewers to not only consider purchasing a Hyundai Ioniq, but engage viewers to view, share, and comment on the videos.
● Helps lead to the strategic idea that Hyundai Ioniq enables people to do the right thing and be better, without having to compromise on both style and performance.
Hyundai tasked BuzzFeed with creating content that delivers on Hyundai's brand promise.
We found inspiring young entrepreneurs that share the same brand ethos of "Better Drives Us", strategically aligned with them and told their stories, and used it as a platform to introduce our new Ioniq, which was showcased organically within the content.
Hyundai and BuzzFeed created a docuseries highlighting individuals in the community who personified this idea of being driven by better and making the world better around them.
The video "How One Rooftop Farm Could Make Your City Better" features Kristof Grina, founder of Up Top Acres, and his obsession with how commercial-scale agriculture can fit into a densely populated built environment, creating a food source in the most unlikely and underused spaces.
This video demonstrates how you can do better without compromising, even with limited space and resources.
Results from Hyundai's "How One Rooftop Farm Could Make Your City Better" with BuzzFeed exceeded expectations and benchmarks.
Sharing is the clearest metric for showing that media is creating a social connection between people. The video surpassed BuzzFeed's sharing and engagement benchmarks driving more than 9M views, 30M impressions and 50K shares. The video far exceeded BuzzFeed's Automotive Branded Content reaction ratio benchmark of .57% with a rate of 3.93% and share ratio benchmark of .07% with rates of 1.46%.
The video made BrandTale's Top Branded Ads for the month of June as well as ranking as one of Pressboard's Top 10 Branded Content Partnerships.
We saw lifts across key KPIs:
● Ad Recall
● Awareness
● Attribute Rating
The video series also had real-world impact: The Up Top Acres organization received emails from people across the world wanting to know how they can bring the concept to their cities, as well as property owners asking how they can adapt rooftop gardens on their buildings.
