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What innovations are happening in car marketing?
Hello and thank you for requesting information on innovative marketing trends used by automakers. The short answer is that social media and interactive ads are playing the biggest role for marketing in the car industry. Many of the recent marketing examples found involved reaching out to top social media influencers, creating interactive ads and Instagram campaigns. Below is a deep dive of my methodology and examples of innovative marketing campaigns that were driven by technology.
METHODOLOGY
To address your request in full, I started with a general search for the 'top marketing campaigns launched by auto makers.' There is a vast amount of information available regarding marketing trends in the automotive industry. Going through several business publications, I narrowed down trends that focused were innovative, used technology and provided real-life examples used by automakers and manufacturers.
Social media campaigns and interactive ads were common themes amongst all examples found. I then revised my search to look specifically for campaigns that involved data-driven CRM technologies and crowd sourced content. While discussions have occurred discussing the advantages that each could provide to marketing campaigns, no tangible examples of auto manufacturers currently incorporating them into their campaigns were located. During my search, I concentrated on finding examples that provided the outcomes in their social media presence and sales. This proved difficult as many did not go into detail about how their campaign affected them numbers wise. I have included any outcomes where available.
CAR CONFIGURATION AND SOCIAL MEDIA PLATFORMS
Social media platforms are utilized widely by auto brands to drive consumer awareness of their cars and products. Acura and Mercedes-Benz have both launched campaigns that allow customers to create customized versions of their vehicles solely on the social media platform.
To increase customer awareness of their 2014 GLA-class model, Mercedes-Benz launched a 'Build Your Own GLA' campaign. Using Instagram as their platform, they allowed users to build their own customized GLA and offered over 132 combinations. According to Digiday, Mercedes-Benz reported an additional 25,000 followers after launching the GLA campaign. Previously, they also launched a 'Take the Wheel' campaign via Instagram that led to 87 million Instagram impressions. Since its first Instagram campaign, they have a 540% increase in brand interest.
Acura also unleashed a Twitter campaign that allows you to fully customize their 2015 TLX luxury sedan. The auto brand used the new Twitter cards that allowed users to add photos and videos to the card itself. After users have customized their TLX, they have the option to tweet them for their followers to see. However, unlike Mercedes-Benz, no information could be found on how this affected Acura's sales or social media growth.
TOP INSTAGRAM INFLUENCER MARKETING
Some brands such as BMW, Ford, Jaguar and Jeep have started using social media influencers to help build brand awareness. Auto brands are noticing the benefits of adding a personal touch to their products by allowing social media influencers exclusive invitations to their events. Brands like Jeep and Jaguar are using niche audiences on social media to better define their identity and target markets.
BMW partnered with popular men's blogger Brian Sacawa and photographer Sezgin Yilmaz for a documented road trip across Germany. The marketing campaign, deemed #DrivingLuxury, was captured on camera by Sezgin and posted on Instagram, several blog posts and YouTube. This partnership and road trip was developed to put a spotlight on their 7 series sedan. Sezgin alone has over 1.5 million followers. BMW's goal was to increase their social media audience and promote customer engagement. No data was provided on the impact of the marketing campaign.
Ford invited top Instagram influencers to their North American International Auto Show in Detroit to increase their brand awareness and showcase their new GT model. Amongst those invited were Jerry Purpdrink who has 2.6 million followers and Vincent Marcus who has over 140,000 followers. Despite my best efforts, I was unable to find any records of how this campaign affected Ford's image and following.
Jaguar and Jeep both took unique approaches when utilizing the social media influencer marketing campaign. They both developed their campaign around their niche audiences to better define their brand. Focusing on instagrammers who have a love for adventure, Jeep partnered with World Surf League and professional surfer Keanu Asing, who has over 21,000 active followers. As an incentive, they also offered winners of the surfing competition with a brand-new Jeep Renegade. Jaguar partnered with lifestyle blogger, Claire Marshall, to promote their XE sports sedan to the top fashion instagrammers. Their campaign reached Claire's 645,000 followers.
INTERACTIVE MOBILE ADS
Toyota and Tesla are among some of the top auto brands that are using interactive mobile ads to increase brand awareness and encourage buyers to visit dealerships. When Toyota launched their new 2014 Corolla model, they created voice-activated ads. Users who expand the banner ad to full screen were promoted to pick 1 of 3 options, allowing for customization.
Currently, Tesla is one of the only brands that does not pay for marketing campaigns. However, in 2014, a fan-inspired campaign began to circulate. The campaign was created by art director, Jesse Brown and copywriter, Derek Taylor. They designed an interactive ad that showcases the advantages of zero emissions. Their ad included a 'scratch and sniff' feature that simulated the harmful toxins released into the air when driving cars with fuel-based engines.
INSIGHTS ON FUTURE MARKETING TRENDS
Discussion have occurred on how CRM databases and connected cars could potentially play a role in future marketing campaigns. During my search, no examples were found, but I was able to find two separate publications that explored the use of each.
In order to fully utilize CRM to gain customer insight and create effective marketing campaigns, automakers and dealerships must use it every day for each customer. Automakers, especially, need advanced CRM systems to access customer information at all stages of the buying process. Due to limited automakers using CRM software to its full advantage, very few have begun to see the importance that CRM plays on their marketing strategy.
Internet connected cars are becoming increasingly common. It is noted that connected cars can provide automakers an advantage by relaying the large amounts of data already collected. Examples of different uses for the data collected could be fuel consumption, driving behaviors and wear and tear. Third party vendors may eventually be able to advertise through connected cars, as well.
CONCLUSION
To wrap it up, social media is playing the biggest part in marketing campaigns for the car industry. Brands such as Mercedes-Benz and Acura have brought car configurations, which once was only available on their websites, to platforms such as Instagram and Twitter. Others such as BMW, Jaguar and Jeep are using social media influencers to boost brand awareness and increase customer engagement.
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