When Honda UK (@Honda_UK) launched its first electric car, it was always going to be a big deal — but to truly rev up conversation around the Honda e the team turned to Twitter.
Driving awareness of this unique and future-thinking car among Twitter’s audience provided the ultimate opportunity to convert consideration to sales.
@Honda_UK used Twitter’s platform to change gears when it comes to perceptions on electric vehicles, landing its key message ‘This is not a prototype’ among four key audiences.
The first group targeted were ‘Creatures of Habit’, who are already loyal to @Honda_UK products and likely to make more considered, rational buying decisions.
In the second group, curious ‘Tech Forward’ people were targeted, including those attracted to more novel, visual products. They’re driven by utility-focused goods that complement their lifestyle.
The third was larger, and focused on image-conscious urban dwellers — the affluent ‘…At First Sight’ group. They are the affluent people, immersed in culture and influenced by celebrities, who love to stand out from a crowd. They require more work to convert to Honda UK.
Finally, the largest group targeted were environmentalists. Largely suburban dwellers who are socially and culturally alert, their moral compass earned the group name ‘Environment is a Duty’. They are the changemakers who may not have considered the @Honda_UK brand, until now.