This past July there were some social media campaigns in the luxury auto industry worth taking a closer look at. Below, in the Subject Explorer chart, you see the topics brands were posting on the most, and with the most engagement (see the legend at the bottom of that chart).
The #acuransxontour hashtag really jumps out for both it’s high volume and high engagement rate. The analysis of this campaign is directly below, in the Subject Analyzer.
They’re taking an Acura NSX on the road and the first stop was Chicago. Where to next? Follow the car around the country — that’s the central theme here, which you can see outlined in the Top Related Terms chart, below.
In the Posts chart below, note the even distribution of posts around the 3 social networks. Of course, where engagement happens is another thing entirely, and like many of our previous campaigns we’ve highlighted, Instagram takes the lead here.
The next campaign, #nyfwm from Cadillac, is centered around New York Fashion Week: Mens. As this is only a several day event, the campaign’s duration is going to be quite different from the NSX road trip. This is clearly highlighted in the Posting By Day chart. However, in those four days, they generated quite a large number of posts, relatively speaking. Here again, engagement breaks out across the three networks pretty similar to #acuransxontour, although #nyfwm had a heavier emphasis on Twitter for posting, which is reflected in the Engagements chart breakout, as well.
Next, there’s Lexus with a new car profile, the RCF. The campaign structure of this one is pretty similar to Acura’s #acuransxontour in both network posting distribution, engagement distribution and posting volume.
Several notable things about these campaigns. One, overall, we’re seeing a more even distribution of posting across the three social networks. In the past, Twitter was often the network of heavy volume, and brands were often just figuring out Instagram, and not posting that heavily there.
There’s also similarity among the top posts. The posts featured are the top post in each network for the campaign. It’s interesting to see the cross-network appeal of the top posts, with often the top post in one network being the same image in another network.
These three campaigns offer a good range of how three major luxury auto brands chose to present their vehicles. Sometimes it’s integrating the vehicle into an established event (#nyfwm), sometimes it’s creating an event around the car (#acuransxontour), and sometimes the vehicle and its features stand on their own (#LexusRCF).
