Leveraging Social Media Marketing
After the buzz by the initial launch of New Gen series, Nissan needed to leverage the legacy and platform to continuously engage the target Chinese American audiences with refreshing campaigns and social excitement.
TARGET AUDIENCE & INSIGHT
20 – 38, students, single young professionals and young couples with 0 or 1 kid. Millennials who want to be seen as expressive and modern and depend on KOLs & WOM to lead the way.
STRATEGY & SOLUTION
Nissan New Gen 2.0 was amplified with the concept of having two distinct influencers paired for each Nissan vehicle so that the vehicles were better characterized through multiple dimensions. The social buzz was also enhanced through online interactions between the influencers.