Honda April Fool’s Campaign

This past April Fool’s Day, Honda released a post that it would be introducing emoji license plates for its Honda Civic Type R vehicle in the UK in early 2017, based on research that there is a demand among younger drivers for a new kind of license plate.(http://hondanews.eu/gb/en/cars/media/pressreleases/72734/honda-introduce-emoji-license-plates-in-the-uk)

As a Social Media Manager, I would measure the relative success or failure of this campaign based on my business goals, using key metrics that I could report on to my company’s executives. For example, one of the business goals of the company was likely to increase brand awareness and improve brand perception among younger consumers. A way to measure whether this goal was achieved is to look at two metrics (“reach” and “sentiment”) using tools (“social platforms” and “listening.” The social media manager can also see if there is an uptick in sales among this group of individuals using the conversion rate metric (Conversion Rate = Conversion/Leads) using a CRM database.

This post is part of a blog series for a Social Media Management course that I am taking at MIT Sloan School of Management. For this blog, we were asked to find an example of a social media campaign related to April Fools Day. We were asked to state the business goal of the campaign and measure the relative success or failure of the campaign.