Case Study
Honda UK brings a bold Civic to new audiences with Niche
Key results
1.6M
impressions
£2.89
CPM
£0.007
CPV
The opportunity
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”.
The strategy
@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.
01
Expand into new audiences with Niche.
By partnering with Niche influencers who reflected its brand values, @Honda_UK was able to reach ready-made, receptive new audiences.
02
Capture attention at scale with video.
Video on Twitter was an easy choice for @Honda_UK, who had found through previous campaigns that this format delivers the strongest awareness among its target audience.
The success
@Honda_UK succeeded beyond its own targets with its Niche campaign on Twitter. Its Tweets reached 1.6 million impressions over five days, a result that beat its KPI by 45%. Its CPM of £2.89 came in well below the target, and its CPV of £0.007 for 500,000 views beat the KPIs both in terms of views and costs.
Using Twitter Niche is a really innovative way to amplify a brand to new uncharted audiences. It gives brands control, but at the same time opens them up to new ideas.
Solutions used
Audience targeting
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Creative Canvas
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