CASE STUDY: NISSAN

NISSAN USES SOCIAL INSIGHTS TO
DRIVE ELECTRIC CAR SALES
Nissan has worked with Synthesio since early 2...
ABOUT SYNTHESIO
Synthesio is a global social media monitoring company helping brands and agencies listen to,
understand an...
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Case Study: Nissan

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Nissan has worked with Synthesio since early 2011, to monitor
and analyze consumer conversations across more than 30
countries. As well as undertaking on-going social reputation
monitoring, Nissan also uses Synthesio’s platform to dive
deeper into key business areas.

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Case Study: Nissan

  1. 1. CASE STUDY: NISSAN NISSAN USES SOCIAL INSIGHTS TO DRIVE ELECTRIC CAR SALES Nissan has worked with Synthesio since early 2011, to monitor and analyze consumer conversations across more than 30 countries. As well as undertaking on-going social reputation monitoring, Nissan also uses Synthesio’s platform to dive deeper into key business areas. “We went through a very extensive vendor selection process, and were impressed with the Synthesio offering. The quality of the insights they have provided, and the breadth of their global coverage, are excellent." David Parkinson, General Manager Social and Digital Engagement, Nissan AMIE THE CHALLENGE: When Nissan first launched their electric car, the Nissan Leaf, they discovered that many consumers were wary of electric vehicles. The automotive company was determined to understand what was holding people back from switching from petrol, diesel or hybrid to this more environmentally conscious alternative. THE SOLUTION: Nissan commissioned Synthesio to monitor and analyze consumer conversations and discovered some key barriers to purchase; concerns over battery range and recharging infrastructures, question marks about running costs, and doubts about drive quality. They also discovered that people who experienced driving a Leaf, were much more enthusiastic about electric cars. Test drives were therefore identified as a key lever for driving positive buzz online. Nissan provided the findings to their creative agencies and asked them to incorporate this new found social intelligence into their brainstorming and key messaging for a significant new marketing campaign promoting the Leaf. They went on to create a multi-market, integrated campaign called “The Big Turn On” – aimed at “turning people on” to the concept of electric vehicles, keeping the Nissan Leaf at front of mind for consumers, and generating appointments for 24 hour test drives. THE RESULTS: Nissan used Synthesio’s platform to benchmark the impact of the campaign, not just the buzz, but more importantly, the shifting perceptions around the key barriers to purchase. More than one million consumers got involved in the ‘The Big Turn On’ campaign, resulting in a massive, positive, user-generated, social conversation about electric vehicles online, creating a lasting positive legacy. A year after the campaign took place the electric vehicle market has taken off and the Nissan Leaf is now one of the world’s top selling electric vehicles.
  2. 2. ABOUT SYNTHESIO Synthesio is a global social media monitoring company helping brands and agencies listen to, understand and engage with consumers worldwide. Synthesio helps clients cut through the social noise, focus on the conversations that matter most to the business, track and measure online reputation, collaborate and engage in real-time, and manage consumer relationships in one single, easy-to-use platform. By delivering social media data of the highest quality within 190+ countries & 50 languages, clients receive crucial insights into their market’s opinions, wants and needs, to drive real business value. DRIVING POSITIVE BUSINESS CHANGE, AND BUILDING STRONGER RELATIONSHIPS WITH CONSUMERS SINCE 2006.

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