This is a case study I did for my NYU integrated marketing graduate program. I was tasked with presenting a 10-15 minute case study on a successful brand marketing campaign. I chose Kia's campaign for their new urban crossover vehicle, the Soul.

1. Kia Soul Case Study

2. ★ In 2009 Kia launched the All-New Soul
★ Designed with the social media
generation in mind
★ Kia wasn’t relevant to Gen Y
★ Toyota Scion was top competitor
★ Had to outsmart their competition

3. KIA SOUL - A NEW WAY TO ROLL

4. ★ Over 3 years....a fully integrated
campaign was built
★ TV, Print, Social, OOH, Digital, Concert
Series, Clothing Line, Video Game,
Webisodes, Dance Contest
★ Infiltrated culture, integrated in their
audience’s lifestyle
★ Did it by starting a conversation with
them not advertising to them

5. ★ 3 phases
★ Started with TV
★ Relied heavily on digital to continue the conversation

6. Initial phase
★ Focused on music
★ 4 versions of their
spot with different
music tracks
Second phase
★ Included fashion
★ New clothing label
“Hamstar”
★ Audience went online
they were driven to
hamstar.com
Third phase
★ Invited audience to
dance with them with
their own LMFAO
shuffle to Youtube
★ Was one of the most
successful youtube
contests to date.
A big idea that fuels conversations and participation

7. ★ Evoke the drab mindlessness of the
typical daily commute
★ Showed roads filled with hamster wheels

8. Initial phase
★ Focused on music
★ 4 versions of their
spot with different
music tracks
Second phase
★ Included fashion
★ New clothing label
“Hamstar”
★ Audience went online
they were driven to
hamstar.com
Third phase
★ Invited audience to
dance with them with
their own LMFAO
shuffle to Youtube
★ Was one of the most
successful youtube
contests to date.
A big idea that fuels conversations and participation

10. Hamstar Clothing Line

11. Initial phase
★ Focused on music
★ 4 versions of their
spot with different
music tracks
Second phase
★ Included fashion
★ New clothing label
“Hamstar”
★ Audience went online
they were driven to
hamstar.com
Third phase
★ Invited audience to
dance with them with
their own LMFAO
shuffle to Youtube
★ Created the “In My
Mind” Music Video
Challenge
A big idea that fuels conversations and participation

14. ★ Over 130,000 Soul vehicles sold
in the US.
★ Soul videos on youtube received
11mm+ views
★ Received the 2010 and 2011 Effie
awards for advertising effectiveness
★ Nielsen’s Most Effective Automotive
Ad - 2009, 2010
★ Kia soul captured +71% of the
segment market share

15. ★ 13% increase in awareness
★ Credited with spurring multiple
years of double-digit growth in
Kia’s U.S. sales
★ As of August 2011:
★ 12th straight monthly sales
record in the US
★ Kia sales were up by 39%

16. http://www.youtube.com/watch?v=Ex1J7e0Q-D8
http://www.youtube.com/watch?v=HQ-CDE_r_wg
http://www.youtube.com/watch?v=jOHwjjhFTac
http://www.youtube.com/watch?v=o0B5vuAYk94
http://allfacebook.com/how-kia-captured-coolness-on-facebook_b40531
http://vimeo.com/38053178
http://www.somesso.com/uploads/case_study/document/4ece47d846fdb90f0f000005/Kia_CaseStudy.pdf
http://hbr.org/2013/03/creative-that-cracks-the-code/ar/2
http://www.brandchannel.com/home/post/2012/09/10/Kia-Hamster-2013-Soul-Video-Contest-091012.aspx
http://adage.com/article/special-report-americas-hottest-brands/america-s-hottest-brands-kia-soul/231167/
http://diffuser.fm/2013-kia-soul-in-my-mind-video-contest-3/
References