Kia Soul Marketing Case Study

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This is a case study I did for my NYU integrated marketing graduate program. I was tasked with presenting a 10-15 minute case study on a successful brand marketing campaign. I chose Kia's campaign for their new urban crossover vehicle, the Soul.

Published in: Automotive, Business, Technology
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Kia Soul Marketing Case Study

  1. 1. Kia Soul Case Study
  2. 2. ★ In 2009 Kia launched the All-New Soul ★ Designed with the social media generation in mind ★ Kia wasn’t relevant to Gen Y ★ Toyota Scion was top competitor ★ Had to outsmart their competition
  3. 3. KIA SOUL - A NEW WAY TO ROLL
  4. 4. ★ Over 3 years....a fully integrated campaign was built ★ TV, Print, Social, OOH, Digital, Concert Series, Clothing Line, Video Game, Webisodes, Dance Contest ★ Infiltrated culture, integrated in their audience’s lifestyle ★ Did it by starting a conversation with them not advertising to them
  5. 5. ★ 3 phases ★ Started with TV ★ Relied heavily on digital to continue the conversation
  6. 6. Initial phase ★ Focused on music ★ 4 versions of their spot with different music tracks Second phase ★ Included fashion ★ New clothing label “Hamstar” ★ Audience went online they were driven to hamstar.com Third phase ★ Invited audience to dance with them with their own LMFAO shuffle to Youtube ★ Was one of the most successful youtube contests to date. A big idea that fuels conversations and participation
  7. 7. ★ Evoke the drab mindlessness of the typical daily commute ★ Showed roads filled with hamster wheels
  8. 8. Initial phase ★ Focused on music ★ 4 versions of their spot with different music tracks Second phase ★ Included fashion ★ New clothing label “Hamstar” ★ Audience went online they were driven to hamstar.com Third phase ★ Invited audience to dance with them with their own LMFAO shuffle to Youtube ★ Was one of the most successful youtube contests to date. A big idea that fuels conversations and participation
  9. 9. Hamstar Clothing Line
  10. 10. Initial phase ★ Focused on music ★ 4 versions of their spot with different music tracks Second phase ★ Included fashion ★ New clothing label “Hamstar” ★ Audience went online they were driven to hamstar.com Third phase ★ Invited audience to dance with them with their own LMFAO shuffle to Youtube ★ Created the “In My Mind” Music Video Challenge A big idea that fuels conversations and participation
  11. 11. ★ Over 130,000 Soul vehicles sold in the US. ★ Soul videos on youtube received 11mm+ views ★ Received the 2010 and 2011 Effie awards for advertising effectiveness ★ Nielsen’s Most Effective Automotive Ad - 2009, 2010 ★ Kia soul captured +71% of the segment market share
  12. 12. ★ 13% increase in awareness ★ Credited with spurring multiple years of double-digit growth in Kia’s U.S. sales ★ As of August 2011: ★ 12th straight monthly sales record in the US ★ Kia sales were up by 39%
  13. 13. http://www.youtube.com/watch?v=Ex1J7e0Q-D8 http://www.youtube.com/watch?v=HQ-CDE_r_wg http://www.youtube.com/watch?v=jOHwjjhFTac http://www.youtube.com/watch?v=o0B5vuAYk94 http://allfacebook.com/how-kia-captured-coolness-on-facebook_b40531 http://vimeo.com/38053178 http://www.somesso.com/uploads/case_study/document/4ece47d846fdb90f0f000005/Kia_CaseStudy.pdf http://hbr.org/2013/03/creative-that-cracks-the-code/ar/2 http://www.brandchannel.com/home/post/2012/09/10/Kia-Hamster-2013-Soul-Video-Contest-091012.aspx http://adage.com/article/special-report-americas-hottest-brands/america-s-hottest-brands-kia-soul/231167/ http://diffuser.fm/2013-kia-soul-in-my-mind-video-contest-3/ References

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