In July 2015, Honda launched their all-new crossover vehicle, the HR-V. It was the perfect car for a younger demographic, with its smaller body, versatile interior and affordable price. We needed to spread awareness of the HR-V by creating a memorable campaign that would leave viewers wanting to learn more.
Our strategy was to create an Instagram campaign that not only showcased the new body of the car, but also felt natural to the social platform. So, we created the "There's More to the HR-V" campaign. We incorporated the light-hearted tone of voice that resonated with our target into a series of 18 visually arresting images and videos that made viewers do a double-take. They grabbed the user's attention and, like the all-new crossover, showed that there's more to the HR-V.
Over a three-month period, our Instagram campaign had received three times the engagement rates other ad buys have seen. Averaging at 14% engagement, and our top performer at a whopping 19%. Our top post had over 10,000 likes and awareness of the HR-V skyrocketed.
