We teamed up with social media sensation Lejuan James to raise awareness about the launch of the redesigned Honda Civic. Throughout the year, we orchestrated a series of activations to make an impact.

Our inaugural activation involved a meet-and-greet event where Lejuan engaged with devoted Civic enthusiasts at a car meet. This allowed us to capture moments of Lejuan's interaction with the fans. During this event, Lejuan created a humorous video that spotlighted the deep connection Latino men have with their cars. Simultaneously, we documented the happenings from the Honda Latino perspective, capturing behind-the-scenes footage and photos.

In the subsequent activation, we leveraged Lejuan's Instagram platform to release a second video. Lejuan had creative freedom in crafting this video, resulting in an authentic portrayal that resonated with both his and our audience.

The climax of our campaign occurred through a collaboration with the LA Auto Show, joining forces with Motor Trend Espanol and Miguel Cortina. This partnership revealed the hatchback version of the Civic along with the striking lime green color.

These activations collectively garnered an impressive 7 million impressions and over 1 million engagements. The Honda Latino account experienced a remarkable fivefold increase in its follower count as a result.