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 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.
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