Honda Latino: Passport Influencer Campaign - 2019
Passport Adventures
In 2019, Honda introduced the new Honda Passport, a sleek SUV designed for both off-road adventures and city driving. To effectively reach and resonate with US Hispanics, we crafted a campaign centered around influencers who had established trust and engagement with their audiences. The goal was to build awareness and consideration for the Honda Passport by showcasing it in the most authentic and relatable way possible.
Understanding the importance of authenticity, we decided that all content should be created by the influencers themselves, without the presence of a production crew. This approach allowed the influencers to capture the true essence of their experiences with the vehicle, resulting in genuine and relatable content that resonated with their followers.
We carefully selected three influencers, each bringing a unique perspective to the campaign. Alejandro Toro was chosen for his ability to tell compelling stories through video. His approach was to take his audience on an adventure, detailing various aspects of his journey while highlighting the features of the Honda Passport. His storytelling ability made viewers feel as though they were part of the experience, making the vehicle’s capabilities and appeal more tangible.
AAAY Sebas, known for his stylized photography and adventurous spirit, was our second pick. His content featured breathtaking imagery that showcased the Honda Passport in stunning landscapes, perfectly capturing the essence of both rugged off-road terrain and urban environments. His photography not only highlighted the vehicle’s versatility but also inspired his followers to embark on their own adventures.
Our third influencer, Nature Chola, brought a fresh and unique perspective to the campaign. She captured her journey through unconventional angles and points of view, offering a different take on the adventure experience. Her creative approach allowed us to reach a broader audience, appealing to those who appreciate a more artistic and unconventional portrayal of travel and exploration.
To further enhance their adventures, we equipped each influencer with goodie bags and sweets, adding a personal touch to their journey. This not only made the experience more enjoyable for the influencers but also provided additional content opportunities as they shared these moments with their followers.
My role in this campaign was crucial to its success. I was responsible for identifying and selecting the right influencers, ensuring that their creative visions aligned with the Honda brand. I worked closely with each influencer to brainstorm ideas and develop content that was both authentic to their style and consistent with Honda’s branding. Additionally, I made sure that the vehicle was portrayed in a way that highlighted its key features and benefits, while also maintaining the integrity of the influencers’ content.
The campaign was a significant success, measured by website visits, follows, and overall engagement. We not only met but exceeded our benchmarks by four times, demonstrating the power of authentic influencer-driven content. The influencers we collaborated with—Alejandro Toro, AAAY Sebas, and Nature Chola—played a pivotal role in this achievement, and the campaign stands as a testament to the effectiveness of a well-executed, influencer-driven strategy.
