Hyundai - Thought leadership through native advertising, influencers and podcasting
How do you take ownership on a category and become a thought leader in your industry?The competition for consumer attention has reached unprecedented levels - especially in the automobile industry. In order to stand out and establish your brand as a thought leader, it is crucial to embrace new and innovative marketing strategies.
I was so impressed with the team at Hyundai for embracing me and my team at dentsu’s strategy to establish them as the thought leader within electronic vehicles. It was a creative, bold and completely new way of spending their advertising budget. Our strategy consisted of three main areas:
– Native advertising: Long format articles in selected media outlets that matched the target audience.
– Influencer collaboration: Focusing on developing great content from a different perspective than that of the brand.
– Podcasting: Creating an entertaining and engaging podcast, entirely recorded from the comforts of a Hyundai EV – during the Covid pandemic.
Everything was backed up by a well executed mediaplan by the media agency Carat (a part of dentsu) to ensure that all of our great content got the attention that we planned for.
A short recap of what we did
Native advertising:
A media partnership with Berlingske Media writing and releasing articles on the biggest Danish news sites berlingske.dk and bt.dk focusing on the future of electric cars. The articles where supported by a video of the latest Hyundai model, and it featured industry experts elaborating on the future of electric vehicles in Denmark.
Read the articles on Berlingske here:
https://www.berlingske.dk/interaktiv/annonce/elbilerne-kommer-vi-regner-med-at-2020-bliver-vores-bedste-aar/
https://www.berlingske.dk/interaktiv/annonce/stoj-overalt-sadan-blev-stilhed-en-luksusvare/
Influencer collaboration:
A partnership was established with the Danish content creator, musician, podcaster and TV-host Mattias Hundebøll. Mattias spent one year driving a Hyundai with his family. On day trips, for work and on vacation – sharing it all on his Instagram and helping break down the myths about electric cars and their range.
Mattias’ content was also used as part of the paid media mix.
Podcast:
In collaboration with Bauer Media and journalist and radio host David Mandel, we created the podcast “Velkommen til Fremtiden” (Welcome to the Future). The podcast features Mandel contemplating the future, worrying how it will be for his four year old son as he grows up. All episodes were recorded during the Covid-19 lockdown in Denmark – which presented us with a perfect opportunity to let Hyundai not only be a means of transportation but also the mobile – driving – recording studio for David, thus highlighting the silent and comfortable experience of driving electric cars.
If you have any questions about thought leadership or are interested in learning more about working with native advertising, influencers or podcast - feel free to get in touch.
4 reasons to work with thought leadership and content marketing
#1 Seamless Blend in, Stand out: Native advertising allows your brand to integrate promotional content seamlessly into the natural flow of relevant online platforms. By aligning with the format and style of the content users already engage with, you gain an authentic and non-disruptive way to connect with your target audience. Through this approach, you can break through the clutter of traditional advertising and deliver valuable insights that resonate with consumers, establishing credibility and trust.
#2 Value-driven content: Thought leadership is not just about self-promotion; it’s about providing immense value to your audience. By investing in content creation, your brand can share expert insights, industry trends, and valuable knowledge. This content should be tailored to address the pain points and challenges your target audience faces. By consistently delivering high-quality, informative, and engaging content, you position your brand as a go-to resource for industry-specific information. This builds trust, cultivates brand loyalty, and solidifies your reputation as a thought leader
#3 Amplifying reach and engagement: Through native advertising and content, you can leverage the power of digital platforms to amplify your reach and engagement. By strategically placing your content within trusted publications, social media channels, and industry-specific websites, you can tap into existing audiences that align with your target market. The native format ensures higher visibility and engagement, as users are more receptive to content that seamlessly integrate into their online experience.
#4 Long-term brand benefits: Establishing your brand as a thought leader through native advertising and content provides long-term benefits. As your reputation grows, customers view your brand as an industry expert and trusted advisor. This leads to increased brand recognition, loyalty, and advocacy. Moreover, being recognized as a thought leader can open doors to partnership opportunities, speaking engagements, media coverage, and collaborations with other influential figures within your market. All of these contribute to a virtuous cycle of sustained growth and influence for your brand.