Kia | Behind the Brand #73 | Summary and Q&A

April 7, 2015
Behind the Brand
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Kia | Behind the Brand #73


Kia Motors America executive discusses the brand's transformation, marketing strategy, and importance of video content and YouTube influencers.

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Key Insights

  • 🫥 Kia Motors America has undergone a significant transformation in terms of product line and marketing strategy.
  • 🎯 Understanding the target audience and their preferences is crucial for Kia's success.
  • 👻 Video content, specifically on YouTube, allows Kia to tell compelling brand stories.
  • 💨 Collaborating with YouTube influencers and content creators is an effective way for Kia to connect with its target audience.
  • 🦛 Kia's marketing strategy revolves around four pillars: music, sports, pop culture, and the connected life.
  • 👀 Kia recognizes the importance of staying ahead of the curve and constantly looking for new partnerships and ideas.
  • 🍉 Building long-term relationships with customers is more important than immediate sales for Kia.


hi I'm Michael sh the Executive Vice President of sales and marketing at Kia Motors America you're watching behind the brand baby I'm you tonight you down each your life just like animals Animal like animal hi I'm Brian Elliott welcome to another edition of behind the brand today we're here live at VidCon with Executive Vice President Akia Michael ... Read More

Questions & Answers

Q: How has Kia Motors America transformed its brand since 2008?

Kia has completely transformed its product line and strategy, with an emphasis on delivering great products that resonate with customers. The company has also changed its go-to-market strategy to adapt to technological advancements.

Q: How does Kia determine its target customer?

Kia conducts extensive research, including analyzing customer habits, preferences, and even going through their garbage to understand their shopping and consumption behaviors. They also gather information from dealers and conduct online research.

Q: Why is video content important for Kia?

Video allows Kia to tell a more in-depth story in a short period of time. It is a powerful medium for conveying the brand's message to customers. YouTube, in particular, is a valuable platform for reaching a wide audience and working with influencers.

Q: How does Kia connect with YouTube influencers?

Kia looks for authentic influencers with a strong social following, but the number of followers is not the sole criteria. Kia also collaborates with relevant content creators, even if they are rising stars, to develop cool and engaging content that resonates with viewers.

Summary & Key Takeaways

  • Kia Motors America has undergone a significant transformation since 2008, with a complete overhaul of its product line and changes in marketing strategy.

  • The brand focuses on understanding its target audience through extensive research, including analyzing their habits and preferences.

  • Video content, specifically on platforms like YouTube, is crucial for Kia to tell its brand story and connect with customers.

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