Honda
THE #300FOOTCHALLENGE
client
HONDA
RPA
ROAM MEDIA
RPA
ROAM MEDIA
The Brief
To launch the all-new Honda Passport, the team looked for a unique insight to kick off the campaign, and found this key information: The average person scrolls through 300 feet of social media content on their phone every day.
This created the need to turn that social feed into a tool to inspire users to take new adventures with the Passport by, in turn, working with influencers to show how the Passport brought them from screen to adventure.
This created the need to turn that social feed into a tool to inspire users to take new adventures with the Passport by, in turn, working with influencers to show how the Passport brought them from screen to adventure.
The Ask
Outdoor and adventure social media influencers were becoming established as trusted sources for aspirational outdoor consumers.
With this being a niche and tightly connected industry, we were enlisted to support social influencer engagement, produce four remote crews across the United States, and mentor a team of up-and-coming agency producers on commercial production practices.
With this being a niche and tightly connected industry, we were enlisted to support social influencer engagement, produce four remote crews across the United States, and mentor a team of up-and-coming agency producers on commercial production practices.
The solution
With a limited budget, we needed to stretch our resources to include as many influencers as possible while still making a meaningful impact. It was a careful balance.
Given the niche subcategories within outdoor adventure sports, it was important to find influencers with minimal audience overlap. We also prioritized those with established credibility and existing relationships with larger brands to help reinforce the campaign’s authenticity.
In the end, we secured one National Geographic Explorer, one National Geographic Director, and two Red Bull Athletes — producing 4 credible and compelling narratives.
Given the niche subcategories within outdoor adventure sports, it was important to find influencers with minimal audience overlap. We also prioritized those with established credibility and existing relationships with larger brands to help reinforce the campaign’s authenticity.
In the end, we secured one National Geographic Explorer, one National Geographic Director, and two Red Bull Athletes — producing 4 credible and compelling narratives.
(
the success
)
15.7m
impressions
271k
engagements
1.7%
engagement rate
3
awards
(
Awards
)
Winning recipient
driving influence
gold
social media campaign
finalist
multi-platform partnership
(
press
)
(
accolades
)
