Reaching parents in the market for a new car
Founded in 1946 as a motor-powered bicycle company, Honda developed their first car for the Japanese market in the 1960s and has since grown into one of the leading automobile brands in the world. The company’s lineup now includes popular compact and four-door models including the Fit and Civic, as well as the Odyssey minivan.
With the Odyssey newly redesigned for 2018, Honda wanted to build awareness, generate interest, and increase buyer intent within its key target demographic: middle and upper-middle class families with two or more children.
Pinterest is the perfect place for this audience, as one in three parents in the US are Pinners, and the platform reaches 33% of all parents to be.1
The auto manufacturer worked with Pinterest to build a profile of their target audience: Pinners who were actively searching for and saving Pins about parenting and other family-oriented interests (like travel and safety), as well as car-specific Pins. Among people who engaged with automobile content on Pinterest, over half (52%) say they’re searching for cars they want to buy.2 Additionally, in the US, Pinterest reaches 59% of all adults and 70% of adult women who are likely to buy a car in the next six months,3 and 63% of adults who plan to buy an SUV in the next six months.4
Promoted Video shows features in action
The redesigned 2018 Honda Odyssey includes lots of new family-friendly features. In the Pinterest campaign that ran from June to September 2017, Honda used Promoted Pins and Promoted Video Pins to illustrate exactly how – and exactly how well – the features worked.
The short videos dramatised the many challenges of driving with children and all the ways the new Odyssey is up for the challenge. For example, children arguing in the back seat? No problem with the Odyssey’s unique new Magic Slide second-row seatsTM that separate from one another.
For the “how much farther?” question, there’s an app that displays an illustrated map to the back seats so children can follow along. The minivan’s mobile hotspot connects devices to help keep little travellers entertained – and serves as an incentive for good behaviour. The backseat camera lets parents keep tabs on what the devil is going on back there.
Honda combined creative messaging and fun, relatable lifestyle vignettes into a dynamic, humorous and memorable campaign – the company’s first to use Promoted Video Pins.
“Pinterest was a great place for us to launch the all new Odyssey. Getting to leverage the insights we gathered around our target audience really helped to get our message out to the right people.”
Best-performing auto campaign ever
The 2018 Odyssey campaign, which ran from June to September 2017, was the highest-performing auto campaign on Pinterest to date, putting up the highest engagement and click-through rates on record. The auto manufacturer succeeded in part because they took Pinterest best practices to heart – in both their creative and targeting strategies – to achieve optimal results.
Working with brand measurement partner Millward Brown, Honda commissioned a study to gauge the effect of its campaign on brand favourability and purchase consideration among their core target audience of adults ages 35 and up. The study showed that Promoted Video Pins drove a 14.8% increase in brand favourability and a 10.4% increase in purchase consideration.
1comScore, July 2017
2Pinterest Category Usage Study, 2017
3comScore, Nov 2017
4comScore, Nov 2017
“Our creative work with the Promoted Video Pins gave us even more opportunities to drive awareness of the Odyssey in a unique and fun way.”