Industry
Automotive
Challenge
MAX was challenged to reach college educated men, ages 38-55, who self- describe as adventurous to build awareness of the Honda Ridgeline redesign.
Results
The campaign surpassed industry standards, achieving high engagement and conversions.
Objectives
Awareness, Engagement, Brand Affinity
The Challenge
Since their founding in 1946, Honda has been rooted in adventure, reliability, innovation, and excellence. When Honda launched the redesign of their midsize pickup truck, the Honda Ridgeline, the brand kept these core values in mind.
The much anticipated redesign focused on rugged versatility and adaptable utility without sacrificing the Ridgeline signature comfort and safety.
Honda wanted to reach college educated, married men, aged 38-55, who self-describe as adventurous, extroverted, emotional, capable, and confident.
Honda partnered with MAX to build awareness of the Ridgeline redesign with the Rugged Roads campaign.
The Solution
Based on audience demographics and psychographics, MAX identified Minnesota bluegrass band Trampled by Turtles as the ideal partner for the redesigned Honda Ridgeline launch.
The campaign featured social media content from the band, a custom landing page with audio and video, and a sweeps for a virtual meet & greet.
| Audio | Social Posts | YouTube |
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Social Videos
Fans could sign up for an exclusive livestream concert, vote for songs via MAX’s SET platform, and chat live with the band during the show.
| Landing Page | Song Voting | Livestream + M&G |
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Partnering with Trampled by Turtles allowed Honda to connect emotionally with their audience, fostering lasting relationships.
The Results
The campaign surpassed industry standards, achieving high engagement and conversions.
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5.03% overdelivery on impressions
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4.3x higher Facebook engagement rate than industry average
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1.4x higher YouTube Pre-Roll view rate than industry average
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28.9x higher average site visitor engagement rate (57.78%) than industry average
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Mobile traffic accounted for 73.26% of all site visits
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