Tier10 used Advid to create hundreds of dynamic videos overnight, increasing engagement rates 42% and driving store visits.

THE STORY 

In the automotive world, Tier 2 Regional Dealer Associations face the challenge of connecting to their markets and closing the gap between Tier 1 (the OEM or manufacturer) and Tier 3 (local dealerships). Tier10 looked to provide additional coverage and frequency to Honda intenders that would complement Tier 1 buys, create greater brand consideration, and drive traffic to local dealers. 

Tier10 leveraged the power of video and YouTube to enhance its digital strategy and reach in-market shoppers. According to Google, 92% of car buyers research online before they buy. In fact, 74% of car buyers who watched online videos to inform their purchase watched branded video content during their purchase process. The agency took advantage of YouTube to move Honda intenders further down the buying funnel, knowing that consumers watch more than a billion hours of video on YouTube every day. 

Tier10 created the “Think Honda” pre-roll campaign to amplify its digital remarketing strategy. Using dealer insight, market reports, third-party data providers, and Tier10’s proprietary in-house technology solution, the agency paired each Honda model with comparable competitor vehicles for each of their clients’ markets (e.g., Honda CR-V vs. Toyota RAV4; Honda CR-V vs. Nissan Rogue; Honda CR-V vs. Kia Sportage). The agency then created 15-second pre-roll ads for each pair, serving the ads when a consumer searched for a competing vehicle. 

As the campaign name suggests, the videos urged consumers to “Think Honda,” touting Honda’s prices, features, and accolades against competitor vehicles. This strategy presented production challenges with never-ending changes to model years, incentives, inventory, and accolades, which resulted in manually creating and updating 150+ videos. The volume of changes and videos resulted in advertising delays, forcing Tier10 to rethink and scale the strategy.