Mazda attracts new followers with an interactive story told over the course of four months.
Instagram might offer plenty of interesting snippets and glimpses into people’s lives, but it’s not always easy to get a sense of the full picture. With the help of JWT Canada, Mazda decided to try something new. Instead of snapping boring shots of car specs, Mazda posted images and videos over the course of four months that followed one of their cars on an epic adventure. Turning the social feed into an interactive road trip, “Long Drive Home” helped grow Mazda Canada’s Instagram following by more than 300% by the time it was over.
The social media experiment ran from December 17th to March 28th, and included plenty of mentions, videos of sponsored events, and references to cultural events like Mardi Gras and the Super Bowl. New posts were added each week, which encouraged followers to come back and explore on a regular basis.
Check out the video below to see the timeline in action: