Every holiday season, Honda launches a philanthropic effort to give back to their fans and the local community. This tradition has forged a long-standing relationship between Honda and respected charities, such as the Pediatric Brain Tumor Foundation and the Children’s Hospital of Orange County. In 2016, we wanted to continue to show support in a big way during the holidays—a time when people’s hearts are open and they are inclined to feel generous. Our objective was to engage Honda fans and in-market shoppers with a heartfelt holiday message, and to generate awareness about the brand’s philanthropic and innovative spirit.
Not only did Honda brighten the holidays of deserving kids, but the campaign gathered over 6.4 million views and 22.4 million impressions over social media alone. We earned over 95,000 likes (50,000 of which were tied to donations) and 3,707 comments of overwhelmingly positive sentiment. Through the help of fans on Facebook, Honda also reached their charity-donation goal of $100,000 in just a few days, showing just how many hearts they touched along the way.