MAZDA

Friends of MX-5

Brief

Using social media, promote the Mazda MX-5 roadster across Europe to new buyers, without forgetting current owners.

Action

Conceived by Prism and launched in 2016, the Mazda Friends of MX-5 programme embraces 26 Mazda markets and aims to constantly communicate with, listen to, and grow its community, to bolster customer loyalty, brand engagement and product sales.

Outcome

With a mix of bespoke content, fan and community outreach, and money-can’t-buy experiences and rewards, the Mazda Friends of MX-5 Facebook family quickly grew to nearly 100,000 highly engaged people. Some other success statistics from Facebook include:

• Total reach: 8 million
• Total page impressions: 10.7 million
• Total video views: 1 million
• Total page engagements: 152,000