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Hitting the Road withKia Canada

We teamed-up with Kia Canada to innovate a national lifestyle-focused influencer program to boost Kia beyond the automotive news pages and into Canadians’ everyday lives.

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The Background

It was a joy to collaborate with Kia Canada on creating its first-ever social Ambassador Program conceived to grow positive awareness, reputation, and brand perception amongst its target consumer — Canadians from coast to coast who value a super great ride at an exceptional price. Positive, credible reviews are essential in today’s digitally-driven world, and to reach beyond the gearheads who already know and endorse Kia, we assembled a diverse cast of well known, trusted lifestyle Influencers — ambassadors who would test drive, discover and fall in love with Kia while sharing their experiences.

The Challenge

Inspire Everyday Consumers with Kia’s Power to Surprise

  • Build Kia’s reputation in the lifestyle space as a key player in the automotive industry with the power to surprise
  • Educate consumers on Kia nameplates and intrigue them with credible reviews and testimonials
  • Build a library of gorgeous, influencer-generated, real-life photos and content to reach into the hearts and minds of Canadians

The Solution

Start the Conversation. Let Kia Quality Speak for Itself

Canada's top PR Firm, Strategic Objectives, takeover of the Kia press fleet created unforgettable Kia experiences for Canada’s leading social influencers and by extension, their communities.

Leveraging Kia’s exciting and diverse line-up of vehicles, including the Telluride (2020 World Car of the Year), Soul (2020 World Urban Car) and the all-new Forte5, we recruited 16 high-power influencers and paired them up with vehicles to properly suit their lifestyle. This custom approach ensured each #KiaAmbassador met their Kia match.

We let Kia innovation speak for itself and asked our influencers to share their first impressions and favourite features in their content. Each of our partners captured their unique experiences frame by frame, driving hundreds of positive comments and consumer engagements with Kia nameplates.

What We Did:

  • Activated a six-month, ongoing, multi-city influencer program to create a constant stream of branded content and word-of-mouth referrals to drive brand recall and adoption
  • Coordinated press fleet vehicle logistics in three priority markets (Toronto, Montreal and Vancouver)
  • Collaborated with prominent lifestyle influencers to generate credible, third-party vehicle endorsements via social media and blog content
  • Identified top-performing content to be amplified via Kia-owned brand channels

The Result

The Power to Surprise Accomplished!

Our #KiaAmbassador program was a huge success and exceeded all objectives. Our impressive influencer roster generated a high volume of quality branded coverage, presenting genuine, credible testimonials and positive vehicle reviews for seven Kia models.

7.5M+

media impressions (7x our campaign goal)

250+

posts (3x our campaign goal)

100%

positive coverage

  • ADDITIONAL PHOTO 5.jpg

    Building Lifestyle Media Relationships for Kia with The Power to Surprise

    Here's how we partnered with Kia Canada to stage unique and exclusive media previews prior to the Canadian Auto Shows

    View details
ADDITIONAL PHOTO 5.jpg

Building Lifestyle Media Relationships for Kia with The Power to Surprise

Here's how we partnered with Kia Canada to stage unique and exclusive media previews prior to the Canadian Auto Shows

View details

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