Best Use of Video in a Social Media Campaign

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6th Annual Shorty Industry Awards Finalist

#StartSomething Special: Mairead & Kevin's Wedding

Produced by:

RPA Advertising

Date submitted:

Feb. 6, 2014

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Team members: Mike Accavitti - Senior Vice President of Automobile Operations , John Watts - Sr. Manager, Digital Marketing, Alicia Jones - Manager, Honda Social Marketing, Joe Baratelli - EVP, Chief Creative Officer, Jason Sperling - SVP, Executive Creative Director, Gary Paticoff - SVP, Executive Producer, Brett Bender - SVP, Management Account Director, J Barbush - VP, Creative Social Media Director, Aaron Dodez - VP, Associate Director, Digital Marketing, Edmund Purcell - VP, Account Director, Honda National Digital , Mark Tripp - Director/Senior Producer, Content, Suzie Yeranosyan - Art Director, David Sullivan - Copywriter, Laura Kelley - Social Media Copywriter, Chris Hand - Account Supervisor, Raquel Castro - Assistant Account Executive

About this entry

Honda firmly believes they don't just make cars, they make relationships. And when loyal owners come to them with personal, heartfelt requests they do their best to fulfill them. In September of 2013 Honda received a Facebook message from a woman named Mairead. In that message she asked Honda to be a part of her wedding – the wedding party transportation, to be specific. She and her family have been loyal Honda owners for years and her fiancé suffers from juvenile arthritis in his knees which makes it difficult for him to get into low cars, like limos. Her exact request was to borrow three black Honda CR-Vs because they are higher off the ground. We happily obliged and decided to do a little more.

Because this was a wedding, we had to be particularly sensitive not to overshadow the event. Our solution was to simply add to the festivities rather than take them over. We flew in their family from Ireland, surprised them with their favorite band, and gave them a memory they wouldn't forget. The happy couple could not have been more appreciative and we couldn't have been prouder to contribute to their special day.

The case for why this entry should win a Shorty

The wedding kickstarted a #startsomething special campaign online and in social media. Across various platforms, including Google+, Facebook, Twitter, Instagram, and Vine fans were asked to share their Honda stories, all of which were collected at hondastories.com.

In addition, the campaign increased CR-V purchase consideration by 5%. And 64% of consumers agreed with the statement that this campaign, "makes me feel like Honda has a unique connection with their customers (T2B). The campaign garnered almost 80 million PR impressions and 1,019,026 YouTube video views. The campaign also received highly positive sentiment, with an 87% Likes/Dislikes ratio on the YouTube video itself, and overall positive sentiment through Sysomos.

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