Kia's Marketing Strategy: Q1 2022

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 Digital Marketing has been constantly evolving and revolutionizing where businesses need to stay with the latest trends, targets and up to date to reach with their potential customers.

In this article, we will learn about how Digital Marketing and E-Commerce will up growth a business from brick & mortar to an international market presence.

Whether we are looking to improve our online presence through social media or just getting started with an online website to reach our customers, this article will help you provide some valuable insights to start with. So, let’s dive in and learn from the best!

The companies are more focused on developing incredible online advertising, social media presence, selling online, and adapted the technology & research of the Digital Marketing.

Since the internet has been a vital part of our society now, it is also becoming a platform for online businesses to emotionally engage with the customers globally.

It is considered that every company campaigns marketing each year and this time we are talking about an automobile company which has its presence in India recently.

KIA Motors established its manufacturing facility on 19th May, 2017 in India near Anantapur District, Andhra Pradesh. It is a 536-acre facility to mass produce its first product, Kia Seltos started on 31st July, 2018.

Recently, Kia announced 2022 marketing campaign to not only advertise about the company, but also to show interest towards making society a better place.

Kia promoted it’s all electric EV6 model with a video ad featuring Robo Dog, an electronic pup in search of a forever home. The Robo pup races throughout the city in search of an EV driver. Right as the dog reaches up to the driver, his battery dies. The dog wakes up in a house, fully charged and drives away with the EV driver.

 

The Slogan: Live fully charged.

The Tagline: EV6 helps Robo Dog find his forever Home

 

This light hearted advertisement takes on an old concept of puppies seeking forever homes and gives it a new twist. It mirrors the new electric spin on a regular old car, which is a great way to tie with a product. People fell in love with the Robo dog and the pup has been since turned into an NFT.

NFTs are basically non-fungible tokens - think of them as digital collectibles. Each one is uniquely built on a block chain and often features unique video, photo, or audio content.

In the case of the Robo Dog NFTs, they will be generative with 3D animation.

Starting Feb. 11, 10,000 free Robo Dog Adoption Pass NFTs were made available on a first-come, first-serve basis. Those with the pass will be granted early access to purchase one of the actual 10,000 Robo Dog NFTs for $20.22. Several original NFTs of the character will also be put on auction, with a starting bid of $299. Ninety percent of the profits will be donated to the Petfinder Foundation.


Robo Dog is been powered through 8th Wall as an AR Web Experience, there is no need to download the app in your device. You can simply open the camera on your smartphone and point it towards the unique “Kia Robo Dogmented Reality QR Code” to launch the Robo Dog, much like how you would scan a QR code located on a table of a restaurant to open a menu on your phone.

Kia America on Twitter: Want a #RoboDog of your very own? We are sharing 10,000 free “Adoption Pass” NFTs. They will give exclusive early access to the sale of your very own Robo Dog NFT, benefitting Petfinder Foundation. Powered by @sweet. https://bit.ly/3gKDoRL


Kia puts 10K Robo Dog NFTs up for adoption

Kia’s NFTs campaign has several components which includes the adoption passes, the auction of exclusive art and the sale of actual NFTs. The bid for the exclusive art starts at $299 which is the price of the Robo Dog shown in the commercial.

Kia’s campaign is the latest growing list of companies typing themselves back to NFTs. Since the campaign is tied with the adoption program, it have attracted lots of people to buy the Kia EV6.

According to the sales numbers, the Kia EV6 marketing campaign started in the month of February 2022. During February 2022, the sales of Kia EV6 are around 2,000 and shares are around 2.5% in US. After the campaign started, Kia increased their sales and shares during March and April months and decreased by 6% during May 2022.

The sales during the time of Mar 2022 are around 3,000 cars sold and share price increased from 4% to 5%.

The sales of the Kia during the April month are around 2.5k to 3k which slightly reduced compared to previous month is. The share price is also reduced back to 4%.

It is also noted that the Global Plug-in electric car sales have increased by 60% in March 2022 which also includes the Kia EV6 Campaign. Kia has the second highest monthly result ever for this campaign.

The first highly car sales are recorded for Tesla Cars during Q1 which are around 310,000 units.

The campaign was divided into three phases:

  1. Promote Awareness
  2. Attract Engagement
  3. Gain Traffic

Kia has check listed all the above three things. Promoted awareness on the product as well as the pet adoption program, attracted customers and people interested in adoption program which lead to the highest traffic for the EV6 sales during the campaign period.

However, Kia need to concentrate on the post campaign effect on the company as we have seen sales reduced a month after the campaign ended and reduced the traffic.

With these insights and findings, we’ve learnt that company needs to rethink new ways to attract customers each quarter without losing the traffic and attract people with awareness to the product.

These insights are a valuable resource for Kia’s future targeting strategies.

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