The Association of National Advertisers (ANA) presented the 2019 Driving Influence Award to Hyundai for its 2019 Santa Fe launch social-media activation during the Chicago Auto Show's Media Preview last week. The ANA's goal with the Driving Influence Award is to recognize automotive manufacturers that utilize influencer marketing in a creative and powerful way.
To help launch the all-new 2019 Hyundai Santa Fe, Hyundai invited 15 social media influencers and their families to Park City, Utah, to spend quality time together and experience the 2019 Santa Fe. Hyundai said the goal of the campaign was to put influential families behind the wheel of the all-new Santa Fe and encourage them share their candid opinion of the vehicle in authentic voices on their personal social media channels. Hyundai's Social Media and Influencer Engagement Manager Victoria Walden accepted the Driving Influence Award on the brand's behalf.
"Our entire public relations team worked so hard on this campaign - from finding the right influencers to developing an engaging event in Park City with plenty of content opportunities," Walden commented. "The influencers we invited were known for sharing their family's story, and since we were asking them to leverage their social channels for the event, it made sense that they stayed authentic to their brand and included everyone in the family. By working directly with the influencers, we were able to get precise metrics while also developing relationships. We're so grateful to the ANA for recognizing this campaign and all the efforts that went into it," Walden continued.
Acura came in as a runner-up for its 2019 RDX "#LookUp" campaign. Using the standard class-leading panoramic roof as a tool for change, Acura launched the #LookUp movement designed to stop people from looking down at their phones. Ultimately, Hyundai came out ahead due to the metrics and guidelines set forth by the ANA.
"What strikes me the most about influencer marketing is that it's a story," said ANA's Director of Influencer Marketing Leah Marshall. "There is so much more emotion wrapped up in that and it moves people, and it shows."
Past award recipients include Honda (Monsters Calling Home and April Fools' Fit Kit), Hyundai (Walking Dead Chop Shop), Toyota (Family Trails) and Mitsubishi (Kids Talk Safety). The Chicago Auto Show looks forward to continuing this partnership with the ANA in spotlighting manufacturers who leverage the power of social media by creating engaging content with strong messaging.
