Honda taps Instagram's famous cat to pitch car tune-ups

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Dive Brief:

  • Honda Motor Co., the automobile firm that offered 1.64 million automobiles within the U.S. final yr, launched an advert marketing campaign final week that includes Pompous Albert, a cat well-known on Instagram for a fierce stare that is spurred memes throughout the web and social media. The marketing campaign is meant to remind Honda homeowners to have their automobiles maintained at dealerships that present Honda Genuine Parts and Service, in response to a press release by the corporate.
  • The marketing campaign contains a 36-second video of Pompous Albert and extra cuts that shall be featured on Honda social media channels together with Instagram, Facebook and YouTube. Quite a lot of gifs and memes will accompany the marketing campaign, which is able to run via the top of June.
  • Pompous Albert is a Selkirk Rex breed of cat owned by Mike and Susan Singleton of Salt Lake City who run the frowning feline’s Instagram account, which has about 132,000 followers.

Dive Insight:

The period of social media has spawned legions of human influencers, so it is not stunning that animals have been added to the combination. Pompous Albert, a cat with a following that’s grown organically on-line, reveals how web celebrities will be harnessed in a light-hearted advert marketing campaign that’s a recent tackle hawking auto elements.

The marketing campaign is the newest instance of Honda’s sturdy dedication to digital, following different latest developments like a multichannel marketing campaign that includes large battling monsters  and a brand new deal to stream Epix films within the automaker’s automobiles. 

A report final month from the influencer advertising agency Mediakix estimates that Instagram instructions $1 billion per yr in advert spend and that that quantity might double by 2019. Mediakix forecasts that influencer advertising shall be a $5 billion to $10 billion market general by 2020, because the house continues to ramp up. Thirty-two % of entrepreneurs utilizing influencers view them as important to technique, and 41% have seen extra success with influencer campaigns than with conventional promoting efforts, in response to latest analysis from Bloglovin. For entrepreneurs already invested within the house, 63% mentioned they plan to extend budgets this yr.  

Instagram’s large share of the influencer economic system is helped by each micro-influencers and enormous celebrities, the latter of which may make as much as half one million for a single sponsored put up. The platform additionally ceaselessly attracts among the highest spending manufacturers, lots of them main retailers like Target, H&M and Adidas. Instagram was acquired by Facebook for roughly $1 billion in 2012.

Top picture credit score:

Honda Motor


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