While Honda Civic owners are aware of its bold nature, other car buyers might see it as just another hatchback.
Honda UK (@Honda_UK) wanted to turn this perception around, positioning the Civic in a completely different league to other hatchbacks. It hoped to reach audiences who wouldn’t normally consider Honda or the Civic, inviting them to “see where different takes you”.
@Honda_UK and its agency Dentsu (@dentsuaegis) partnered with Twitter’s Niche content creator network, tapping into influencers who fit with the brand direction but could reach entirely new audiences. The result is a video series that celebrates inspiring, unconventional success stories.
In each video, an influencer shares a personal story along with an up-close view of his skills in action — and the Civic plays a supporting role in exploring life beyond the usual limits. This makes for compelling content that was received positively by the influencers’ fans and like-minded audiences.
@Honda_UK used demographic, interest, and keyword targeting to reach new audiences, with a focus on the 35+ ABC1 category.