Mexican sisters Karla, in two left images, and Paola Celis tested the 2015 Honda CR-V in videos on YouTube, where they have many loyal fans.
American Honda treated YouTube like a massive buffet to find influencers for its latest Latino outreach campaign for the CR-V crossover.
Social media influencers typically earn acclaim by showcasing their talents and personalities with video and other online content. They are increasingly coveted by advertisers for their large niche audiences.
But Honda had two challenges. First, You-Tube has more than 1 billion users, and 300 hours of video are uploaded every minute. Sorting through the hordes of content creators and their audiences is difficult.
Second, Honda wanted family-oriented influencers who produced content in Spanish.
Honda solved the challenges with big-data search techniques. The search settled on two sisters in Tijuana, Mexico, who are largely unknown to mainstream U.S. audiences but have a combined loyal following of about 1 million.
“With some of these new tools that are out there, you can curate and find people that have great connections to your brand,” said Gina Jorge, head of multicultural marketing for American Honda Motor Co. “Ten to 15 years ago, that would’ve been hard to find.
“Across all social media, there are influencers who have developed these wonderful, robust audiences. If that audience has a natural connection to your brand, that’s an amazing opportunity for any marketer to connect with.”
“Across all social media, there are influencers who have developed these wonderful, robust audiences.”Gina Jorge
Honda hired ZEFR, a technology and data company, to sift through YouTube with its influencer management system.