Why Kia is investing heavily in Youtube

TL;DR

Video is a powerful storytelling tool for Kia Motors America, allowing them to connect with consumers and influencers and tell their brand story in various genres.

Transcript

hi i'm michael sprague the executive vice president of sales and marketing at kia motors america you're watching behind the brand baby i'm playing on you tonight hey hi i'm brian elliott welcome to another edition of behind the brand today we're here live at vidcon with executive vice president kia michael sprague michael welcome to the show happy ... Read More

Key Insights

• 👻 Video is a powerful storytelling tool for brands, allowing them to convey their brand message in a concise and engaging manner.
• 🎯 Partnering with influencers and content creators provides brands like Kia with an opportunity to connect with their target audience on a deeper level.
• 🦛 Kia's marketing strategy focuses on four pillars: music, sports, pop culture, and connected life, which resonate with their future buyers.
• ❓ Authenticity is valued by Kia when choosing partnerships with YouTube creators and musicians.
• 🐕‍🦺 Events like VidCon provide brands with a platform to engage with influencers and market their products and services.
• 😒 Kia uses music to launch their vehicles and connects it with their brand identity.
• 👪 Kia recognizes the importance of staying connected with friends and family, which aligns with their "connected life" pillar.

Questions & Answers

Q: Why is video such an important tool for Kia Motors America?

Video allows Kia Motors to tell a more comprehensive and engaging story in a short period of time, whether it's a six-second Vine or a 15-minute YouTube video. It helps them connect with their audience on a deeper level and showcase their brand identity.

Q: How does Kia Motors connect with influencers and content creators?

Kia partners with events like VidCon, where they have the opportunity to engage with influencers and content creators directly. By being the official automotive partner of VidCon, Kia opens doors to conversations and collaborations with these individuals.

Q: What genres resonate with Kia's future buyers?

Kia's marketing strategy revolves around four pillars: music, sports, pop culture, and connected life. They believe that these genres appeal to a wide range of demographics and help create an emotional connection with their future buyers.

Q: How does Kia choose who to work with among YouTube creators and musicians?

While social following is important, Kia also looks for authenticity in their partnerships. They have previously worked with rising stars like Shay Carl and Smosh, showing that there is an opportunity for everyone as long as they have relevant and creative content.

Summary & Key Takeaways

• Video allows Kia Motors to tell a more complete and in-depth story, whether it's a 6-second Vine or a 15-minute YouTube video.

• Kia recognizes the importance of engaging with influencers and content creators, which is why they partner with events like VidCon.

• Kia's marketing strategy revolves around four pillars: music, sports, pop culture, and connected life, all of which resonate with their future buyers.