When fans love your brand enough to shave the logo into their hair, mow it into their lawn, or tattoo it on their body, how do you respond? With the “Honda Loves You Back” campaign, Honda showed why it’s important to not only encourage fans to help spread word of mouth, but also to make sure those fans feel loved in return.
According to Alicia Jones, Honda and Acura’s Manager of Social Marketing, the key to encouraging (and receiving) these strong fan reactions is simple: Be genuine. Be human. Care.
Honda didn’t twist their fan’s stories into a marketing pitch — instead, they took tales of genuine love and appreciation for their brand, amplified them, and let the stories speak for themselves. In return, Honda gained well-earned press, millions of views on YouTube, thousands of new Facebook fans, and priceless word of mouth.
Alicia also shares:
- The definition of super-fans (and how to reciprocate)
- How to pick what stories and conversations should be amplified
- Why Honda mowed “CHRIS” into their lawn headquarters