CREATING COOL ONLINE VIDEO

CONTENT

How consumer insight has helped Mazda to

reign supreme

The Market Research Society Automotive Conference

June 2015

@FreshMindsTeam

WHO IS MAZDA?

5th biggest Japanese car manufacturer with

Challenger Brand mentality

FY2014 Global Performance best ever with

1,39 million vehicles sold

One of Europe‘s fastest growing carmakers

with 19% YOY increase in unit sales and 8th

consecutive quarter of growth (Q4 2014)

Fun-to-drive, fuel-efficient (Skyactiv

Technology) and strikingly beautiful line-up

(KODO Design)

@FreshMindsTeam

RESEARCH CHALLENGE & OBJECTIVES

• Mazda Europe to introduce

Community Hub showcasing

and expressing Mazda

mindset & lifestyle

• Hub to showcase amazing

Cool Car Content & create

fresh entry point to the brand

Why? How?

1. How interesting, enjoyable,

engaging & relevant are creative

content proposals?

2. Is content cool & exciting enough

to be shared and create Buzz &

Fame?

3. How well does content support

Mazda‘s aspirational brand

direction?

@FreshMindsTeam

RESEARCH DESIGN

1. Unique Customer Network

methodology not only looking at

individuals, but at behavior within the

network

2. Understanding the influence and

pressure that a social group has on

shareability

3. Qualitative & Quantitative

1. In-depth review of existing academic

studies into the concept of cool

2. Social media analysis to uncover

highly viral videos perceived as ‘cool’

3. Quantitative research and correlation

analysis used to identify the attributes

that most highly correlate with ‘cool’

content

@FreshMindsTeam

ONLINE VIDEO CONTENT IS …

Creative/original – Shareable - Thrilling

@FreshMindsTeam

REBELS WITH A CAUSE

@FreshMindsTeam

AN ONGOING PARTNERSHIP

@FreshMindsTeam

AN ONGOING PARTNERSHIP

@FreshMindsTeam

CRITICAL IMPACT

We’ve tapped into a

new audience

Our videos have had

6m views

Our entire online video

content strategy is

centred around our

customers

@FreshMindsTeam

AN ONGOING PARTNERSHIP

@FreshMindsTeam

www.mazdarebels.com

www.freshminds.net

@FreshMindsTeam