Fashion bloggers, designers and musicians are teaming up to promote Hyundai KONA in a new European campaign targeted towards Gen X/Y. The social media influencers are featured in short video profiles in which they describe why and how Hyundai's design completes its aesthetic. Fashion blogger Gala Gonzalez describes how her car is "an important accessory" and goes on to describe the most important thing in her life: authenticity. The numerous video profiles are cleverly used not to showcase the quality of the car, but to instead highlight how the embodied spirit of the company and car align with the successful influencers' personal values and creative drive.
The hashtag #Youdefineit accompanies each video, encouraging young people to follow the stories, photos and lives of the social media personalities as they journey with Hyundai KONA.
Youth-Targeted Car Campaigns
Social Media Influencers Promote the Hyundai Kona in This Campaign
Trend Themes
1. Fashion Blogger Collaborations - Collaborating with fashion bloggers can create disruptive innovation opportunities for car campaigns, by highlighting the car's design and aesthetic appeal.
2. Influencer Marketing - Utilizing social media influencers as brand ambassadors can disrupt traditional advertising methods and reach younger audiences effectively.
3. Authenticity and Personal Values - Focusing on authenticity and aligning brand values with influencers' personal values can disrupt the perception of cars as mere products and create an emotional connection with consumers.
Industry Implications
1. Automotive - The automotive industry can leverage fashion blogger collaborations and influencer marketing to enhance brand perception and reach younger demographics.
2. Fashion - Fashion industry professionals can explore collaborations with automotive brands to expand their reach and engage with new audiences through influencer partnerships.
3. Social Media Marketing - Social media marketing agencies can specialize in influencer marketing and help brands create disruptive campaigns that resonate with younger consumers.