Yahoo Helps Honda Drive Results as Presenting Sponsor of Hit Series Community
July 28 2015 - 9:00AM
Business Wire
Campaign Increases Awareness, Favorability, and Consideration
for Honda and its Products
Today, Yahoo! Inc. (NASDAQ:YHOO) announced early results from
Honda’s sponsorship of the sixth season of Community on Yahoo. As
the presenting sponsor, Honda inspired viewers through show
integrations and video advertising. These efforts have already
driven powerful results for the brand including increases in
awareness, favorability, and purchase consideration.
Research measuring the impact of Honda’s integration into
Community shows that the brand successfully increased awareness of
its vehicles among consumers. Brand favorability increased by four
times among those who watched the seventh episode, which showcased
the most significant branded integration. Brand recall was very
high among viewers, 95% for the Honda CR-V and 88% for the Honda
Fit. Viewers were ultimately more likely to think about a purchase,
too; 50% said they were more likely to buy a Honda product after
watching an episode featuring the brand.
“Working with Yahoo, Community presented the perfect opportunity
for Honda to connect with and inspire our audience across screens,”
said Tom Peyton, Assistant Vice President, Marketing, American
Honda. “The results of this program are a real testament to the
power of online video and the ability to reach key audiences in new
ways that resonate with our passionate customers.”
Additionally, a new biometric study, which analyzed emotional
and cognitive resonance, looked at how Millennials responded to the
Honda sponsorship with exciting results. The study compared
reactions among viewers who watched episode seven with Honda
branded content and video ads, to an audience who watched a
different episode without brand integration but with the same Honda
video ads. The study found:
- When viewers watched a Honda video ad
alongside the episode with Honda’s branded content, there was a 49%
lift in emotional engagement.
- Viewers spent more time emotionally
engaged with the branded content in episode seven, compared to the
episode as a whole.
- The Honda integration also drove a 164%
lift in unaided brand recall among viewers.
- Viewers of the brand integration
episode were also more likely to say they would take an action,
including:
- 225% more likely to look for more
information about Honda
- 82% more likely to visit the brand’s
website
- 40% more likely to watch Honda’s ads
online
- There was also a 61% lift in purchase
intent among Millennials who watched the integration episode.
Episode seven of Community season six also featured a customized
hashtag that aligned with the Honda integration,
#Level7Susceptible. This hashtag amplified engagement by delivering
over 29 million Twitter impressions in its first week, more than
any episode except for the season finale.
“We’re thrilled with the success of Community on Yahoo, which
has not only attracted new viewers, but driven positive results for
Honda with their smart brand integration,” said Lisa Utzschneider,
Chief Revenue Officer at Yahoo. “This is a great example of how
we’re working with top brands like Honda to build custom
experiences that deliver measurable impact for their business.”
More than 50% of Community viewers are new to Yahoo and they’re
engaging with more content throughout the Yahoo network than
average new users. As more audiences head online to watch high
quality video content, Yahoo is helping brands connect with these
viewers in a more effective way. This campaign helped Honda build
excitement among potential customers and ultimately increase their
likelihood to buy a vehicle. Helping brands align with the best
digital video content available online is just one way we’re
working with top companies like Honda to drive results.
About Yahoo
Yahoo is a guide focused on making users’ digital habits
inspiring and entertaining. By creating highly personalized
experiences for our users, we keep people connected to what matters
most to them, across devices and around the world. In turn, we
create value for advertisers by connecting them with the audiences
that build their businesses. Yahoo is headquartered in Sunnyvale,
California, and has offices located throughout the Americas, Asia
Pacific (APAC) and the Europe, Middle East and Africa (EMEA)
regions. For more information, visit the pressroom
(pressroom.yahoo.net) or the Company’s blog (yahoo.tumblr.com).
About Honda U.S.
Honda offers a full line of reliable, fuel-efficient and
fun-to-drive automobiles for American car buyers through
approximately 1,000 independent U.S. Honda dealers. The Honda
lineup includes the Accord, Crosstour, Civic, Fit, CR-Z and Insight
along with the Pilot, and CR-V sport-utility vehicles and the
Odyssey minivan.
Honda has the highest brand fuel economy1 and the
longest-lasting cars2 of any mainstream automotive brand in
America, and more models achieving an IIHS TOP SAFETY PICK+ rating
than any other automotive nameplate.
Honda has been producing automobiles in America for more than 30
years and currently operates 16 major manufacturing facilities in
North America. In 2013, more than 94 percent of all Honda vehicles
sold in U.S. were made in North America, using domestic and
globally sourced parts.
1 Based on model year 2012 fuel economy data from the U.S.
Environmental Protection Agency and its report: “Light-Duty
Automotive Technology, Carbon Dioxide Emissions, and Fuel Economy
Trends: 1975 Through 2013.”
2 Longevity based on IHS Automotive, Polk U.S. vehicles in
operation registration statistics 1988-2012 for Honda and
non-luxury competing brands.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20150728005909/en/
Yahoo! Inc.Julie Nicholson, 917-471-0325media@yahoo-inc.com
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