KIA: VIDCON & SNAPCHAT
Project Overview:
To kick-off its efforts to reach an younger audience Kia created it’s “Step Into The Spotlight (SITS) Experience; Elevate. Empower. Create.” platform. By partnering with VidCon, Kia focused on working with up-and-coming celebrities and creators to give them a platform to express themselves at the influential content creator event. Understanding that the creator economy was the new norm for Gen Z, my team echoed KIA’s efforts to kick-off KIA’s Snapchat channel. In this campaign we encouraged influencers-in-the-making to share and post original content, putting them at the forefront of Vidcon and their social community at large. They were rewarded with upgraded VIP benefits, a spot on the VidCon big screen, and were featured on Kia’s social channels.
Problem:
KIA’s Step Into The Spotlight program was focused on elevating established influencers to generate content for passive consumption. How do we engage the VidCon/GenZ audience at large? Especially those not in attendance at the conference?
Solution:
Back when TikTok was still Musical.ly, Snapchat was the dominant platform when it came to UGC and reach. Based on my audience research, it was clear that hose attending and consuming VidCon content we’re eager to be “discovered,” so with this in mind my team and I created a content creator’s challenge that encourage those on-site, and at home, to put their best foot forward to get onto the VidCon big screen. Challenges included creating content with various KIA activations on site, or through filters and stickers if you were at home. The program became a staple in KIA’s efforts with their continued partnership with VidCon
Highlights:
My involvement: Audience research, analytics, brand & influencer partnerships, digital strategy, creative direction (we were a small team)
Relevant Links:
To kick-off its efforts to reach an younger audience Kia created it’s “Step Into The Spotlight (SITS) Experience; Elevate. Empower. Create.” platform. By partnering with VidCon, Kia focused on working with up-and-coming celebrities and creators to give them a platform to express themselves at the influential content creator event. Understanding that the creator economy was the new norm for Gen Z, my team echoed KIA’s efforts to kick-off KIA’s Snapchat channel. In this campaign we encouraged influencers-in-the-making to share and post original content, putting them at the forefront of Vidcon and their social community at large. They were rewarded with upgraded VIP benefits, a spot on the VidCon big screen, and were featured on Kia’s social channels.
Problem:
KIA’s Step Into The Spotlight program was focused on elevating established influencers to generate content for passive consumption. How do we engage the VidCon/GenZ audience at large? Especially those not in attendance at the conference?
Solution:
Back when TikTok was still Musical.ly, Snapchat was the dominant platform when it came to UGC and reach. Based on my audience research, it was clear that hose attending and consuming VidCon content we’re eager to be “discovered,” so with this in mind my team and I created a content creator’s challenge that encourage those on-site, and at home, to put their best foot forward to get onto the VidCon big screen. Challenges included creating content with various KIA activations on site, or through filters and stickers if you were at home. The program became a staple in KIA’s efforts with their continued partnership with VidCon
Highlights:
- 1,000% increase in Snapchat story opens
- Over 1,000 on-site UGC submissions over a 72-hour timespan
- 3,400 mentions of #KiaVidcon
My involvement: Audience research, analytics, brand & influencer partnerships, digital strategy, creative direction (we were a small team)
Relevant Links:
