When Kia, the Korean automotive company, prepared to introduce the Niro, a new hybrid crossover vehicle, in the US in early 2017, it needed to grab the attention of a particular kind of car shopper.
"From research, we know that a hybrid consumer can be tech nerdy," Eugene Santos, Senior Manager/Digital and Social-Media Marketing at Kia Motors America, told delegates at the Association of National Advertisers' (ANA) 2017 Digital & Social Media Conference.
Kia decided a tech-heavy vehicle aimed at a tech-savvy audience needed a tech-centric means of presentation. So, the company's digital campaign for the Niro was anchored by...