Objective: Device a new social media strategy and modify the existing content buckets to be more optimised for social media while remaining true to the brand hygiene/guidelines.
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Below are some of the proposed content pillars and revised strategies for the existing ones.
Content thumbnail will showcase either word-play or a visual hook to make it a thumbstopper
Content will follow the Product-Specific Tonality & Imagery proposed for each model.
PROPOSED CONTENT BUCKETS:
HONDA FROM HOME (EXISTING BUCKET)
CURRENT APPROACH:
The current imagery and language for HFH is very transactional and objective driven.
REVISED APPROACH:
The main USP of the service is providing convenience to a prospective customer. The communication and the visuals for the content bucket should stay true to this proposition.
PROPOSED APPROACH
PROPOSED APPROACH
- Use real-life imagery with minimal vector use.
- Exclude offer-led communication and price points from the first frame.
- Use of consistent fonts and visuals.
- Exclude offer-led communication and price points from the first frame.
- Use of consistent fonts and visuals.
HONDA HALL OF FAME: NEW CONTENT BUCKET
WHAT:
A content series that highlights Honda's legacy in the automotive industry and beyond.
WHY:
Honda’s legacy sets it apart from its competitors. There’s a history to the brand that we'll leverage to build brand affinity.
The aim is to educate the younger audience on the brand’s rich history by highlight important milestones from the past.
The aim is to educate the younger audience on the brand’s rich history by highlight important milestones from the past.
HOW:
Cinemagraphs in reel format to repurpose news & articles showcasing past innovations and breakthroughs.
HONDA NEXT/HONDA CAR-NNOISSEUR: NEW CONTENT BUCKET
WHAT:
A content bucket that highlights exciting technologies, upcoming innovations and other news/updates that would appeal to any autophile.
WHY:
Showcasing Honda as a progressive leader in the automobile industry to strengthen trust and aspirational value for the brand, especially for the younger generation
HOW:
Cinemagraphs in reel format to repurpose news & articles from the official global websites that showcase innovations and breakthroughs achieved by the brand, and its futuristic projects.
DRIVEN BY CARE: NEW CONTENT BUCKET
WHAT:
Sharing tips on car maintenance that enhance driving experience.
While these posts will use Honda cars in the imagery, the tips and copy won't singularly call us out.
e.g. Tips on safe driving in different weather conditions.
WHY:
Information that adds value to people’s lives drives recall & consideration.
People tend to follow such brands, increasing their visibility and driving positive brand sentiment.
HOW:
A series of informative posts that include checklists and explainers.
Each tip will be shared on a single frame to keep the copy crisp and the visual, clutter-free.
TRAVEL WITH HONDA: NEW CONTENT BUCKET
WHAT:
Share travel tips with the users to destinations and events to encourage them to enjoy their time out with friends, family and their Honda car.
WHY:
Tap into our TG's love for travel and lifestyle to build a connection with them beyond the product.
HOW:
Share a list of the best destinations to travel based on the season, the holiday or the occasion. Each suggestion will be accompanied with relevant pictures.
