This is a case study on the launch of Amaze by Honda. This was the first diesel car by Honda, and so a huge noise needed to be made. Twitter was used as the main platform to share anything and everything about this new Diesel car by Honda. It did great and managed to appear on Trends for most part of the day. The deck takes you through the journey of fantastic metrics achieved by this launch on social media.

1. Honda Amaze
Honda’s First Diesel Car in India
4th April,2013

2. Our journey
Business objective
&
Challenge
Our solution
Results

3. Business objective
CREATE AWARENESS
around the launch of
HONDA AMAZE, Honda’s
first diesel car in India
Challenge
To gain the attention of
the people and have them
talk about Honda Amaze
WITHOUT ANY PAID MEDIA
INVESTMENT

4. Our Solution
We targeted the common
psychology of a prospective
car buyer for whom the
deciding factor is the
Mileage of the car.
‘What is the Mileage?’ they
ask, so lets make this the
talking point for Honda
Amaze and have them
create conversations
No paid
investment
What’s the
‘talking
point’?
Idea
While this was a complete
social campaign, involving
all the social platforms, the
challenge was to ensure
buzz with no paid
investment.
So we made Twitter our
main platform for ensuring
buzz, and test drives.
We initiated a Twitter
campaign a week before
the launch day on April 4,
talking about the mileage
and the diesel engine of
the car. The execution of
the campaign encompassed
conducting a question and
answer contest on Twitter
and gratifying the winners
with 25.8 litres worth of
diesel or cash vouchers
rounding up to the said
value.

5. Our formula
Target the
psychology of
the
customer
Make it the big
gratification
Which will
lead to
increased
conversations
Increased
conversations
will make it
TREND
TRENDS make
it the most
discussed
topic

6. HONDA TWITTER HANDLE
• Our #HondaDiesel
trended
• Honda Amaze trended too
• 8467 tweets
• >5169 retweets
• 843 mentions
• Reach 3.04 million people
• >2000 followers added
• >100 testimonials
collected for Honda
Amaze
Campaign shines

7. 8,467 Tweets with #HondaDiesel
reaching out to 3.04 million

8. Becomes the most spoken about
campaign

9. Period: 1st November 2012 – 30th April 2013
1,946
856 633 513
1,007
648
619
612
417
850
431 767
896
502
809
798
852 1,027
1,073
633
1,161
1,120 1,200
809
1,129
6,155
2,881 2,768
571
478
Amaze Dzire Etios Indigo Manza
# of Messages
November December January February March April
430%
Honda Amaze buzz jumps by more than
400% compared to March chatter due to
it’s launch in Indian market
Buzz
Volume

10. •Excitement around Amaze launch drives
positive sentiments across social media
•Significant rise in neutral messages due
to link sharing
Sentiment Summary
Neutral
Sentiment
Analysis
 Sharing Launch news
 News stories & reviews being shared on social
media
 Discussions around potential competition to
other sedans in its segment
Positive
 Appreciating the car and expressing interest to
buy / book / test drive car
 People liked launch campaign
 Amaze is brilliantly priced to provide tough
competition to Dzire
Negative
 Honda’s diesel engine still needs to be a success
story on road
 People will ‘wait & watch’ until end user reviews
don’t surface
Positive
17%
Negative
2%
Neutral
81%
Period: 1st April – 30th April 2013
Sentiment
Ratio

11. 6,155
Honda Amaze enjoys the highest share
(47%) in sedans. Combined buzz of Dzire
and Etios is not able beat Honda Amaze
2,881 2,768
571 478
7000
6000
5000
4000
3000
2000
1000
0
Honda
Amaze
Dzire Etios Indigo Manza
# of Messages
Honda
Amaze
47%
Dzire
22%
Etios
22%
Indigo
5%
Manza
4%
BUZZ
VS
COMPETITORS
Period: 1st November 2012 – 30th April 2013

12. Final Notes
A big Launch – trended on Twitter
>80K viewership of the webcast
Highest share (47%) of buzz in sedans.
More than the combined buzz of Dzire
and Etios
1.5 lac people joined Honda FB & Twitter
pages
Record breaking bookings on the first day >5,800.
>30K bookings so far
Honda Amaze tops all key features conversations

13. Thank You