kia soul “who’s next” on Youtube

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OVERVIEW

This was a fun integration with Kia Soul and YouTube influencers Smosh, Shay Carl and Lisa Nova. The goal was to promote the Kia Soul brand as a unique autos brand for the younger millennial audience.

The contest was hosted on multiple social media platforms including YouTube, Facebook, and Twitter. We received over 1000 video entries and gave Kia 6.2M brand video views.

CHALLENGE

Promote the Kia Soul brand as a unique vehicle that stands for inidivuality by engaging a like-minded millennial audience

APPROACH

  • Create and execute a multiplatform video contest on YouTube, Twitter, and Facebook for Kia Soul

  • Partner with influencer hosts Smosh, Shay Carl, and Lisa Nova who evaluate who is worthy of becoming the next YouTube star

  • The winner received $10K from Kia Soul by receiving the most votes on YouTube, Facebook and Twitter.

RESULTS

  • The custom branded program delivered over 1000 thousand video entries (4x Industry standard) along with 6.2M video views exceeding Kia Soul’s goal by 24%.

who’s next - final four contestants episodes

 
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preparing to announce the winners

[LEFT] Celebrity judges Smosh, Lisa Nova, and Shay Carl prepare to announce the winners of the show.


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