Client
Kia
Services
Social Video Production
Premium Feature Article
Social Coverage
Display Advertising
Email Newsletters
Year
2024
Vertical
Automotive
With the impending unveiling of its exciting new EV5 vehicle via an activation at Sydney VIVID 2024, Kia approached Man of Many to help drive excitement and desirability for the vehicle, while simultaneously increasing overall brand awareness. By leveraging a multifaceted approach that included a feature article, social media videos, and email newsletter coverage, the campaign successfully captured the interest of a broad audience, showcasing Kia’s innovative design and commitment to sustainability at one of Sydney’s largest annual attractions.
Strategic Insights
The primary goal of this campaign was to enhance brand visibility and generate buzz around Kia’s EV5. The campaign aimed to reach automotive enthusiasts and eco-conscious consumers by highlighting the sleek design and advanced technology of the EV5. Man of Many was tasked with delivering a comprehensive media strategy that included a mix of digital content and social media activations.
Creative Concept
Man of Many developed a creative strategy that centred on the dynamic and innovative aspects of the Kia EV5. The campaign featured a premium article that showcased the car’s debut at Vivid Sydney 2024 before detailing its feature set. Social media posts, including image carousels and video content, were designed to engage viewers and provide an immersive experience of the EV5 activation at VIVID. The campaign also included a series of newsletters to keep the audience informed and excited about Kia’s latest offering.
Implementation
The implementation of the campaign was meticulous and strategically planned to maximise reach and engagement. Man of Many published a premium feature article that highlighted the Kia EV5’s debut at Vivid Sydney. This article was complemented by a series of social media posts on Facebook and Instagram, including image carousels and video content that showcased the car’s innovative features. The campaign also leveraged the power of email marketing, with multiple EDM inclusions that drove significant engagement and traffic. Additionally, display advertising through run-of-site banners further amplified the campaign’s reach.
Results & Key Metrics
The campaign surpassed its objectives by delivering outstanding results across all metrics. The premium feature article outperformed the forecast by 47%. Social media efforts on Facebook and Instagram achieved impressive results, with the Facebook image carousel delivering 166% above forecast and the Instagram carousel reaching 124% above forecast. Email marketing proved to be exceptionally successful, with EDM inclusions generating a remarkable 175% above the forecast. The overall campaign impressions totalled 953,099, surpassing the benchmark by 15%. The additional bonus impressions from run-of-site banners further amplified Kia’s reach.
Credits
Campaign Management: Man of Many’s Branded Content Team
Video Director: Miloud Hadj Abdallah
Social Production: John Guanzon
Video Editor: Miloud Hadj Abdallah
Location: Circular Quay / Darling Harbour
Article Content Creation: Rob Edwards
