Friending Honda

RPA Santa Monica helped Honda decide to 'make friends' rather than herd to high pressure sales driven advertising.

Friending Honda

RPA, New York


Like many manufacturers, the recession forced Honda to think long and hard about its advertising for the year. But instead of following the herd to high-pressure sales driven advertising, Honda decided to invest in making friends.

By leveraging their most valuable asset, Honda turned a small advertising budget into a social media campaign that catapulted them to the newsfeeds of over 5 million Facebook users and resulted in a sizable spike in dealer quote requests.


Planning in 2009 wasn't easy. Trust was at a historic low and the general public...

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