Social
Transformation
Transforming Kia's social strategy to help power the electrification journey
Transformation
- Global social brand strategy
- Insights, analytics & reporting
- Campaign consultancy
- Digital neighbourhoods research
- Editorial consultancy
- Creative production innovation
- GTM social strategy
We are Kia’s strategic partner, driving social transformation across strategy, measurement, always-on community and digital campaign activation.
The Challenge
The automotive category is going through its most significant period of disruption – the shift to electrification. Kia has set an ambitious goal for 40% of all sales to come from electric vehicles by 2030.
Kia challenged 1000heads to create a social strategy designed to prioritise the electrification story and foster a community of innovators and early adopters.
Electrified communities: Research + Strategy
To propel Kia's reputation as an innovative electric vehicle brand and to build credibility in the topic of electrification, we developed a Digital neighbourhood engagement strategy used by markets to identify, participate in, and activate branded and non-branded communities.
Social & Content Strategy
With a seismic shift in the brand about to take place, we set out an ambitious social vision for the new Kia to be seen as the most inventive and emotive auto brand on social. We established the objectives and strategic framework that would help move the markets from rational and traditional advertising to social-first thinking.
In-market implementation design
To arm country teams with the tools and knowledge to realise the new brand purpose on social, we developed several playbooks to elevate their efforts:
- Social editorial planning
- Brand love engagement
- Community Care and Crises Management
- Platform & format best practices
Conversational Creative
Working with the brand team, we provide social-first campaign thinking to elevate the creative beyond TV.
For example, we developed an AR social campaign for EV6, Kia's first all-electric range. In a first for the brand, we launched an Instagram AR effect that placed the new model in the real world using the latest AR design and tech.