The Internet's obsession with cats fuels Honda's latest video
By Brielle Jaekel
August 10, 2016
Honda's Meow is the Moment video
Honda is seizing the opportunity of International Cat Day falling during its summer clearance sale with an organic social media campaign that shares an installment of its recent television spots, but this time with singing cats.
The automaker has launched several television ads featuring choirs appearing when individuals fall in love with one of Hondas vehicles during this years summer sales. Honda is launching a new one on social media that replaces the actors with cats to celebrate Mondays holiday, paired with GIFs and memes as a part of an organic campaign.
"Mobile and social media both play huge roles in this campaign as they are where all of the content will be living - on Facebook, Twitter, Instagram, and Tumblr," said Ernie Kelsey, senior manager of regional, social and experiential marketing at Honda. "By leaning into social media trends such as #InternationalCatDay, Honda was able to produce content that would be relevant to a wide audience.
"The video content is all uploaded natively to platforms, which helps lead to better performance and easier consumption," he said. "Additionally, all video content has been captioned for the audiences who tend to view video content with sound off.
"Animals, specifically cats, have become a social media trope, so a series of gifs and memes were created to further spread the message."
Organic social campaign
International Cat Day landed on August 8 this year, which also happens to be during Hondas summer clearance event. Honda has launched a full-bodied organic social media campaign to capitalize on the Internets love of cats.
Hondas new video is available on YouTube, Facebook, Twitter, Instagram and Tumblr. The video follows the format of the brands Now is the Moment campaign that showcases individuals walking into a car dealership and falling in love with a Honda vehicle at first sight.
The videos have A cappella groups appear as a part of the characters imagination. Hondas latest video follows a similar format but cats are featured instead of humans.
A cat shopper appears at a Honda store, while another greets him and meows. Subtitles appear reading welcome to Honda, see anything you like. The cat that is shopping immediately falls in love with a vehicle and a chorus of cats appear, meowing to the tune of Head Over Heels by Tears for Fears.
Meow is the Moment is being shared on the brands official social media accounts, supported by other popular social media content. Five GIFs and memes will be shared in relation to the video.
Honda mobile campaigns
Honda similarly promoted its revamped 2017 Ridgeline vehicle with a social media campaign that included four stop-motion videos showing off its features alongside another series with a woodworking expert detailing various pieces that can fit into the vehicles back (see more
Honda also revamped its about Web site with a mobile-first design that provides a seamless experience for on-the-go consumers interested in real-time information (see more
"In order to reach a wider audience on social, we have translated the campaign to a voice that the internet knows and loves, cats," Mr. Kelsey said. "We did this by creating quirky fun cat-themed content that reminds shoppers to come check out the deals right 'meow'.
"Using a well-known ballad to communicate that love-at-first-sight feeling in regards to that brand new Honda vehicle is a unique way to stand out among the crowd of summer sales event messaging," he said.