Kia continues social initiatives in new #WeAreKia campaign for Innocean via We Are Social
Specialist communications agency We Are Social has just launched #WeAreKia for Innocean and Kia Australia. The multi‐platform social programme is aimed at new buyers and existing Kia owners.
Kia Australia is a brand committed to innovative, socially-led creative marketing and recognises the power of its social communities to champion the brand. #WeAreKia, a hashtag driven user‐content generated initiative to reward and recognise the growing Kia community, is the latest iteration of the brand’s ongoing socially‐driven marketing strategy.
Identifying a growing trend amongst new car buyers to proudly share photos of their cars on social media channels, We Are Social created the #WeAreKia campaign to bring together these shared moments. Kia owners will be able to submit images on Facebook, Twitter and Instagram using the #WeAreKia hashtag. Images will then be aggregated and displayed in a dedicated gallery hosted on the Kia Australia website and official Facebook page.
Kia’s brand values of creativity, innovative design and technology, and self‐expression are key drivers of the campaign. To help create groundswell amongst Kia owners, each month Kia is offering prizes including $1,000 in Fuel Vouchers for images that best embody these values.
In a real-world extension of the campaign, when purchasing a Kia owners will receive a call-to-call action to become part of the #WeAreKia community in the form of a printed invitation in their owner’s manual.
Says Chris Bridgland, group account director, We Are Social: The #WeAreKia campaign evolved from the insight that new car owners very often proudly share pictures of their new ride with friends and family through social media channels.
Our research also showed that this feeling of pride does not extinguish straight after purchase, but actually strengthens over time, with many car owners continually sharing pictures of their beloved 4-wheeled companion well into their life together.
The #WeAreKia initiative is about celebrating that pride for both current and prospective Kia drivers whilst uniting Kia owners from around Australia.
3 Comments
Misguidedly did exactly this idea for another (bigger) car brand about 3 years ago.
It was commercially a complete flop. Low reach no growth.
We Are Social – created #WeAreKia!
How did they come up with such a clever campaign title?
A hashtag is not a bloody idea.
In five years, hashtags will be in the same graveyard as the www in front of web addresses.