More and more consumers are open to completing car purchases online, and car brands are leveling up their digital advertising campaigns to engage tech-savvy shoppers weary of the dealership experience.
Ford Kicks Off New Campaign For Maverick With Actress & Influencer Gabrielle Union, Aiming For More Diverse Consumers
The Ford Maverick, a smaller, more affordable, gas-electric hybrid pickup, kicked off its campaign with a teaser spot on June 3. The digital video features actress and influencer Gabrielle Union with the tagline “the truck you didn’t see coming, is coming.”
The goal of the Maverick advertising campaign, according to Ford, is to reach a more diverse audience who might not historically consider a Ford. “Ford is delivering a new kind of pickup – compact but mighty, built for makers and doers, stunningly fuel efficient, and packed with clever technology and features. The all-new 2022 Ford Maverick is the truck for people who never knew they wanted a truck.”
Along with the Gabrielle Union spots, which Ford and Union are sharing across social media, the Maverick website, Instagram content and other national commercials feature young, hip drivers, instead of the more “traditional” truck-driving audience. And, instead of driving down country roads, the Maverick is shown in cities, with Ford hoping to position the Maverick as a vehicle designed for “city driving or escaping the urban life.” More and more brands are creating opportunities to be seen as inclusive within both advertising and product offerings, an increasingly important prerequisite for younger consumers.
Marketing Car Campaigns Continue To Leverage The Pinterest Community
Toyota and Volkswagen recently launched campaigns with popular social media platform, Pinterest. A study in 2019 found that Pinterest is a reliable site for discovering new vehicles and influential when consumers shop for cars. The campaign for the 2021 Toyota Sienna, which debuted in March, partnered with Pinterest creators who used “Pinterest's Story Pins format to showcase the Sienna through video and static content, including tips and design ideas that are meant to inspire consumers.”
Recently, Pinterest turned to its creators for inventive and creative content. By pairing creators with brands, Pinterest is able to highlight its features for users and advertisers. Meanwhile, Toyota has the opportunity to showcase the “realness” and functionality of the Sienna, engaging consumers browsing Pinterest for cars. 97% of searches on Pinterest are unbranded, making an eye-catching campaign designed for its stoppability critical for reaching the 62% of Pinners who make vehicle purchases based on the car content they discover on Pinterest.
Although many people have hit the road again, the appeal of virtual test drives and online car buying experiences still exists, particularly for consumers who want to avoid the often hours-long process of buying cars in person. Volkswagen, promoting its first all-electric vehicle (EV), the ID.4 SUV, is hoping to reach this online audience, and Pinterest’s car-shopping usership, with a new virtual experience. Asa Hiken, reporting for Marketing Dive, explains that Volkswagen’s Pinterest promotion includes “the ability to take the vehicle on a ‘test drive’ with 360-degree viewing capabilities.” Next month, Pinterest “creators will walk consumers through their favorite parts of the car,” with Hiken noting that the creator tours are “a possible substitute for car salespeople who would provide information in a real visit to a dealership.”
The rise of EVs aligns with the preferences of “green consumers” who are looking for ways to make purchases that are more eco-friendly and forward thinking. According to Marketing Dive, and likely a reason Volkswagen chose Pinterest, “people who use Pinterest are 55% more likely to be concerned about their personal carbon footprint than people who don't.”
Strategic Partnerships, Like New Hyundai X Disney Activation, Can Target Multiple Consumer Groups
To introduce the newly revamped 2022 Hyundai Tucson, Hyundai partnered with Disney on custom TV ads and digital content that feature characters from Disney shows and films, including the Marvel catalog. The Hyundai campaign is the largest marketing effort of this type for the car manufacturer, which opted not to advertise during the Super Bowl this year. The partnership is an extension of Hyundai's fully integrated marketing campaign “Question Everything,” which featured celebrities like Jason Bateman and Kawhi Leonard in commercials, social media and other digital executions.
“This unique creative integration with Disney that spans different networks, programs and talent is an unprecedented approach to reach billions of people in an engaging way,” said Angela Zepeda, CMO, Hyundai Motor America. “Disney is the perfect partner for this massive execution with its world-famous brands and entertainment platforms that allows us to build upon our Tucson marketing campaign.” The Marvel spots in particular, which will feature actors Elizabeth Olsen, Anthony Mackie and Tom Hiddleson, stars of popular Marvel Universe series on Disney+, are likely to create the most excitement around the Tucson launch and partnership. The superhero promotions include “a range of [Disney+] series-themed vignettes across linear TV, streaming, social and digital.” Strategic partnerships can be an effective way to target audiences from different consumer groups, creating brand affinity and increased opportunities for multichannel engagement.
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