Seeking to connect with graduating college students, American Honda Finance Corporation (AHFC) has launched two digital campaigns promoting their Honda and Acura College Grad programs. GradDad from Honda Financial ServicesSM (HFS) and Look the Part from Acura Financial Services® (AFS) offer recent college graduates $500 toward the finance or lease of a Honda or Acura vehicle. With almost four million students graduating from college this year, AHFC is tapping into the millennial market with a promotional strategy based entirely on social media and online influencers.
"Young buyers live online so it's the most effective place to reach them," explains Petar Vucurevic, senior manager, Sales and Marketing, American Honda Finance Corporation. "Our campaign engages grads in a fun and informative way."
Since most Millennials seek advice about finances from their parents, HFS is connecting with customers through GradDad, a fictional, all-knowing father figure, who is serving as the voice of the 2015 Honda College Grad Program. According to Youtube, 41% of their users are 18-24 years old, so GradDad is offering up meaningful advice about everything from flossing to finances through the use of short videos that help recent graduates navigate their post-college life, and save $500 on a brand new Honda.
GradDad is connecting with visitors on the Honda Financial Services Facebook and Twitter pages where users can askwith #AskGradDad. HFS has also partnered with YouTube stars Ronnie Shalvis, Hunter March, and Brittani Louise Taylor to promote the program with their own Q&A sessions with him.
According to a recent study1, over 40% of Millennial Acura buyers stated that improving their image was the main reason for purchasing a luxury vehicle, so AFS is building off Acura's aspirational appeal with its 2015 College Graduate campaign: Look the Part. Millennials can not only update their image from struggling college student to polished professional by leasing or financing a new Acura, but can also use the $500 they save through the College Grad Program for some new threads.
To promote Look the Part, AFS is leveraging the influence of popular fashion and lifestyle blogs Style Girlfriend, Scout Sixteen, He Spoke Style, Masculine Style, and Men's Style Pro by having each blogger share how to dress to impress with the $500 they can save through the Graduate Program. YouTube stars Anna Akana and That's Heart will also be educating their followers on how they can "graduate to a higher class" with the Look the Part campaign through their popular channels.
About American Honda Finance Corporation
Honda Financial ServicesSM and Acura Financial Services® are DBAs of American Honda Finance Corporation (AHFC). American Honda Finance Corporation is a wholly owned subsidiary of American Honda Motor Co., Inc., the sole authorized distributor of Honda and Acura motor vehicles, Honda motorcycles, Honda power equipment, Honda marine products, and Honda and Acura parts and accessories in the United States. American Honda Motor Co., Inc., is a wholly owned subsidiary of Honda Motor Co., Ltd.
# # #
1 Source: Strategic Vision 2013 W1-W2 (filter: age 20-29, college+)
