A branded content community for mums on the go, delivering content that they loved to help them engage with the Mazda brand.
Yahoo's Studio team provided the solution 'Mazda Mums' - a unique platform with integrated branded content that perfectly positioned Mazda5 as being an enabler of an easier life for hard working mums. Through combining the scale of Yahoo!'s properties such as Lifestyle and Answers with an understanding of the deep insights around the target audience, the team successfully devised a platform implementing innovative executions. As a result, strong emotional engagement was engineered between the audience and Mazda5.
Car manufacturer, Mazda challenged Yahoo! to raise awareness of the new Mazda5 amongst its target audience.
Yahoo! Studio's creative solution was to create 'Mazda Mums' - a site for mums by mums. This would become a daily pit stop for the audience, with an online community underpinned by incentives for participation via user generated ideas. Mazda Mums was designed and built as a branded content hub complete with tools to let mums spread helpful tips through their social networks. It was also a platform for competitions based around the key theme of providing a first class resource of exciting ideas and showcasing how Mazda helped the audience have fun as a family.
Over two months, the Yahoo! campaign exceeded Mazda's impressions target by nearly 1,000%, driving 750,000 visitors to the Mazda Mums articles (with 20 per cent repeat visitors). There were nearly 1,000 contributors generating over 7,000 votes and over 2,000 Facebook 'shares'. The number of test drives, brochure requests and eBrochure downloads increased by 50%. A further 39% of mums said they would recommend the Mazda5 to a friend*. *Yahoo! Connections Panel.
"This partnership represents the perfect strategic fit for the campaign brief and also benefits the reach and production values that Yahoo! has supplied impeccably well." - Chris Mort, Digital Account Director at Mindshare