THE CHALLENGE
With a national day for just about anything and everything, Valentine's Day was at risk of becoming just another day. We wanted to show it some love and develop work that broke through the clutter, while giving Valentine's Day the spotlight it deserves. Our content had to appeal to the Hispanic consumer to encourage engagement, which can only be done if its content they can relate to - all while organically integrating the brand.
THE GOAL
Delight our Hispanic consumer with timely and insights-driven, Valentine's Day content that will help generate engagement (likes, comments, shares), while organically integrating the Kia Optima - a model that needed to be highlighted during the month of February 2018.
THE CAMPAIGN
Known for being affectionate, romantic, and passionate, Hispanics show their love through food, kind gestures, and words of affirmation, via piropos. During the month of February, we joined the Valentine's Day conversations by developing content that was romantic and humorous, infused with branding by incorporating the Kia Optima in an organic way. It's important to note that, for Hispanics, Valentine's Day or Día de la Amistad, is a day to show affection to friends, family, and other people we have close relationships with, not just to your significant other. For our execution, we created a mini campaign consisting of three social videos featuring the one true Valentine's Day aficionado, Cupid. The content was developed, shot, and produced by the Inspire team and highlighted real people in relatable situations, which helped Hispanics feel a deeper connection to the content.
THE RESULTS
An abundance of positive engagement, with our Hispanic audience using stickers and emojis to share their excitement. They also tagged their loved ones on our posts, and shared it with their network. Our content was able to penetrate through the Valentine's Day clutter and generate engagement well above the average engagement rate per post across all industries by RivalIQ of 0.16%. The campaign generated the following results:
Average Engagement Rate/Post:
Total Metrics:
Average Engagement Rate/Post:
- When Your Mom Calls You At Work - Social Video: 1.3%
- Shot By Cupid's Arrow - Social Video: 1.1%
- When You Don't Need The Radio - Social Video: 1.1%
Total Metrics:
- Total Reactions: 7,210
- Total Comments: 788
- Total Shares: 2,453
- Total Reach: 2.9M
- Total Impressions: 5M
- Total Video Views: 2.5M
When Your Mom Calls You At Work
Post copy: To your mom, you'll always be her baby. #ValentinesDay
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Arrows Of Love
Post copy: When Cupid catches you by surprise, is it real love?
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When You Don't Need The Radio
Post copy: From serenade to serenade, Cupid and his mariachis travel comfortably in their #KiaOptima.
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