As the warmer weather approaches, enticing consumers to pick up and go, major car brands, like Toyota, Acura, Lexus, Hyundai and Chevrolet, are gearing up for a potential travel boom and increased consumer desire for new car purchases. (TrueCar recently predicted that in 2021, the auto industry will rebound and “see 16 million cars sold,” including retail and fleet sales.)
Toyota Leverages Pinterest Creators To Announce New Car Model
To promote its new 2021 Sienna model, Toyota launched a new campaign on Pinterest — a strategy the car brand has found great success with in the past, as consumers continue to utilize the social platform for car-related searches. (Toyota’s 2019 Avalon luxury sedan Pinterest campaign brought in a “53% view-through rate for video ads on Pinterest’s mobile and web platform.”) The Toyota Sienna campaign features four people using Pinterest Story Pins to show how they can use the new Sienna for activities beyond just getting from point A to point B. Whether it’s turning the Sienna into a “man cave,” a spot for a modern-day date night or a remote workspace, Toyota is connecting with consumers that have gotten creative during the pandemic to find a place for comfort and leisurely activities.
According to Marketing Dive reporter Chris Kelly, “Searches for ‘converted vans’ have increased 23 times, and there has been a 26% lift in active car research on Pinterest over the past year.” Adding, “Searches for ‘car date night,’ ‘car man cave’ and ‘drive-in cinema’ have also risen in volume.”
Acura Looks To Reach Hispanic Women In ‘Working Mom’ Campaign
After identifying that “women make up 40% of the crossover SUV's sales in the Hispanic market,” Acura targeted one of their new campaigns for the 2022 MDX crossover SUV at Hispanic moms. With Spanish and English executions, Acura’s “Working Mom” campaign features a woman who is both a stunt double and mom. The media plan for “Working Mom” includes traditional television plus social media, including Facebook, Instagram. According to Marketing Dive reporter Robert Williams, the campaign was created “to highlight the importance of family to Hispanic car buyers.”
Lexus Capitalizes On The Growing Wellness Trend With Luxury Getaway
Lexus knows that, during these trying times, consumers are craving relaxation and a little time away from daily life. In its newest “Retreats in Motion” campaign, Lexus offered consumers the chance to secure a five-day getaway, taking the 2021 IS sedan for a relaxing drive to various resorts, hotels and wellness activities. “These days, the desire to escape on the open road to rejuvenate mind and spirit has never been more enticing,” said Vinay Shahani, Lexus vice president of marketing. “The ‘Retreats in Motion’ program not only provides perfectly planned, luxurious getaways in a Lexus vehicle, but they also elevate the classic road trip with much-needed recuperative experiences.”
Through the “Retreats in Motion” initiative, Lexus created an opportunity to connect with consumers looking to get away from the many stresses faced during this past year while associating its latest car model with comfortable and luxurious experiences.
Hyundai Partners With Famous Pop Group BTS For An Eco-Friendly Earth Day Campaign
Hyundai promoted the importance of sustainability in its latest hydrogen campaign, appropriately released on Earth Day, in partnership with pop group BTS. Called “For Tomorrow We Won’t Wait,” the campaign features members from BTS practicing eco-friendly habits to spotlight the simple changes every consumer can make to contribute to larger change.
The campaign is the second partnership between Hyundai and BTS, with its original campaign bringing in more than 105 million views on YouTube. This year’s Earth Day campaign has already accumulated more than 25 million views. “Hyundai Motor and BTS have continued to work together to spread the values of sustainability to the world,” said Thomas Schemera, EVP and CMO at Hyundai Motor. “The MZ [Millennials and Gen Z] generation’s growing awareness of how their lifestyle choices and purchasing decisions are impacting the environment has led them to seek greener solutions for their daily needs.”
Chevrolet Targets Gen Z With TikTok Video Introducing Latest Truck Model
Chevrolet is relying on social platform TikTok to introduce its new Silverado full-size pickup truck. With a remixed video to BRELAND’s popular song, “My Truck,” Chevrolet is accessing TikTok’s viral powers to spotlight its newest truck models. Chevrolet’s TikTok page has already attracted more than 180,000 followers, with the music video alone garnering more than 680,000 likes. “Chevrolet is one of only a few automotive brands with a channel on TikTok and plans to reach new audiences through the platform,” the auto brand shared in its official press release.
With the potential boom of travel, road trips, leisure activities and possibly commuting on the horizon, auto brands should prepare for increased interest from consumers who have been stuck inside throughout the past year.
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