2015 was a record year for the UK Automotive industry and brands are now investing more than ever on online car advertising and social video content to capture the incremental growth in the industry.
As we continue through 2016 we take a look at the UK Automotive social video landscape and see which brands lead the way and what types of content got the most traction.
In our report we pulled view and engagement data from the Facebook and YouTube profiles of all of the UK automotive brands in order to establish who ranks the highest in visible views across each platform.
Top brands showcase their most creative advertising on YouTube
In this post we look at the top brands on YouTube and see which campaigns really stood out for them in 2015.
Honda heads up the pack on YouTube for another year running with over 20 million views accounting for a 9.10% SoV on YouTube. Their up-tempo Honda Stepping campaign for the HR-V really stood out, which combines the Japanese sport of synchronised walking (yes it really does exist) with the absolute classic tune “Incredible” by General Levy.
Another part of the campaign that we really liked here at Scorch HQ was the interactive product video which stayed consistent with the main creative, this approach of combining product films into the campaign is also something we subscribe to here at Scorch (more on that later).
Audi brings up second place, their RS3 series was most watched and was kicked off with their visceral launch video. A slick polished CGI depiction of the R8 giving birth to the RS3 which had some of the team from Scorch Motion, our motion graphics and design studio, salivating at the mouth.
Also getting special mention whilst not generating a huge amount of views, is the interactive video for the Audi R8 which sets pulses racing and is beautiful in its simplicity both stylistically and technically.
In third place is Renault, a brand close to our hearts as we’ve had the pleasure of working with them since 2013 when we helped Reignite the Va Va Voom for the Clio.
The playful all singing and all dancing musical was supported by a full range of product films and additional mockumentary style content, that not only entertains but also educates the viewers on the Twingo’s unique product features.
We are going to see more of this integrated approach to campaigns in 2016, already 2015 has seen more focus and investment put in “help” and “how to” content as consumers turn to search and online video to research vehicles.
Our full report including a comprehensive look at over 30 Automotive Brands is available for those who want a more in-depth look at the social video landscape in 2015, please register your interest by clicking here