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Kia Facebook Ad Case Study

Kia Facebook Ad Case Study

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Published by: Social Fresh on Jun 18, 2012
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Advertising Case Study
Kia Motors America
Company Background
Kia Motors America is the marketing and distributionarm o Kia Motors Corporation based in Seoul,South Korea. The company oers a complete line ovehicles in the U.S. and its market share has grownor 16 consecutive years. Kia Motors launched adramatic design-led transormation in 2009, whichbegan delivering dynamically styled vehiclesincluding the unky Soul, U.S-built Sorento and thecritically acclaimed 2011 Optima. Kia is ocusedon building the brand through design innovation,quality, value, saety eatures and with newtechnologies.
Objective
Kia became active on Facebook when it launchedthe Soul urban passenger vehicle in 2009. The Soulwas intended to be a transormational car or Kiaand was designed to appeal to Gen Y, or the “socialgeneration.” Kia saw Facebook as an ideal channel tosupport the launch o this important vehicle due tothe target audience’s desire to consume inormationin social environments.“Facebook has become a natural cornerstone o anysocial media engagement,” says Dave Schoonover,National Manager o CRM and Digital Marketingat Kia Motors America. “What we like most aboutFacebook is that we not only have the opportunityto create a community, but we can also engagein targeted advertising.” Kia sought to leverageFacebook’s scale, targeting and engagement to
Facebook Executive Summary
Client:
facebook.com/kiasoul
Objective:
 Drive sales and consideration orthe Kia Soul, and build a brandcommunity
Solution:
Run a Facebook Ads campaign tolaunch the Kia Soul brand to the“social generation” ollowed bysustaining media on Facebook togrow awareness and amiliarity orthe brand
Key Lessons:
•FacebookAdscanbeauseful
tool or driving awareness o anew brand
•NurturingyourFacebook
community can turn your ansinto brand advocates and candrive word o mouth
•Cross-mediacampaignsthatare
built to be social can be moreeective than those that addsocial at the end
“Our 13 point lit in awareness issignifcant and indicates that we’veound something that works andwe will continue to leverage that.” 
Dave Schoonover
 
National Manager, CRM & DigitalMarketing, Kia Motors America
 
Advertising Case Study
create awareness and consideration or the newSoul. It also wanted to generate amiliarity with thecar to make people aware o its unique and reshstyling, great value and high level o technology.Kia also wanted to build a community around theSoul brand and identiy inuencers who couldhelp spread positive word o mouth about the caramong their riends and colleagues.
Approach
Creating amiliarity with the Gen Y target audiencewas a primary goal or Kia to provide the brandwith an opportunity to showcase its new line ovehicles and encourage consumer interaction andeducation about the Soul’s unique eatures. Kia wasable to create an experience within its FacebookPage where it could showcase stunning visualrepresentations o its products.In addition to engaging consumers with itsproducts, Kia built a custom tab with anaugmented reality game called “Go Hamster Go!”The game was highlighted in Kia’s ad creative andits use o ace tracking added to the cool actor othe campaign. Kia leveraged the natural activitieso people on Facebook by using Premium Poll Adsas the primary way to educate its consumers aboutkey product inormation. For example, in one PollAd, Kia asked the question: “What’s your avoritesetting or your speakers?” as a way to amiliarizepeople with the variety o pulsating light settingsincorporated into the Soul’s audio system. “Thistarget expects marketers to come to them witha solid understanding o who they are and delivercustomized messaging that is highly relevant,” saysDave. “I our target is the social generation and we’renot engaging with them in a social manner, we are bydefnition not legitimate in their eyes.”In order to generate and sustain awareness andconsideration, Kia executed a Soul launch campaignin 2009 and a ollow-up eort in 2010. The launchphase consisted o Engagement Ads includingPremium Video Ads, Premium Like Ads, and PremiumPoll Ads. Kia used a mix o Age and Likes andInterests Targeting to reach its customers. Aterestablishing a community with the Soul launchcampaign, Kia leveraged those connections in itssustain program by targeting its ans and theirriends. Kia’s Facebook activity has enabled thecompany to ormulate a unique approach amongauto advertisers who typically restrict their mediaspending to a 12-month period or new vehiclelaunches and rely heavily on TV advertising.According to Dave, Kia’s Facebook strategy “is aboutoutreach and building a community – and ideally oneis a unction o the other.”
Results
•TheSoulsustaincampaignledtoa13-point
increase in awareness or Kia’s Soul, accordingto a study conducted by media research frm TheNielsen Company
•AccordingtoNielsen,14percentofindividuals
said their perception o the Kia brand improvedater seeing the ad (a signifcant increase overthe control group)
•ThePremiumVideoLikeAds,includingthenames
o riends who had already connected to Kia via“Friends o Connections” targeting, resulted inthe highest engagement rate or the campaign
•Therearenowover89,000peoplewhoarepart
o the Kia Soul Facebook community, which
meansthebrandcanreachover31million
riends o those ans with Friends o ConnectionsTargetingThe success o Kia’s Soul launch eort led Kia toconduct additional campaigns or both the Soul
andseveralotherKiamodels.“Our13-pointliftin
awareness is signifcant and indicates that we’veound something that works and we will continue to

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