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How Honda used music to connect with Gen Z through branded content
Learn how Honda’s commitment to supporting emerging musicians shines through its Honda Stage platform, connecting the brand with Gen Z—a diverse, culturally-savvy, discerning audience. Last year marked Honda’s most successful year yet, featuring its most diverse roster across genres like reggaeton and R&B, with rising stars like Doechii, Lunay, and Warren Hue. The program established an emotional bond between the brand and younger, first-time car buyers, further solidifying Honda’s cultural impact.
Honda consistently demonstrates its commitment to emerging musicians via its branded content music platform, Honda Stage, which has helped the brand better connect with Gen Z consumers—a group which is all at once diverse, culturally-savvy and highly-discerning. But last year, Honda took things even further and delivered its most successful year to date—hosting their most diverse, cross-cultural roster in the history of the program and featuring trendsetters and tastemakers across several genres from reggaeton to R&B, with rising stars and impactful players like Doechii, Lunay, and Warren Hue. And they did it all while creating an emotional connection between the auto brand and younger, first-time buyers.
Honda consistently demonstrates its commitment to emerging musicians via its branded content music platform, Honda Stage, which has helped the brand better connect with Gen Z consumers—a group which is all at once diverse, culturally-savvy and highly-discerning. But last year, Honda took things even further and delivered its most successful year to date—hosting their most diverse, cross-cultural roster in the history of the program and featuring trendsetters and tastemakers across several genres from reggaeton to R&B, with rising stars and impactful players like Doechii, Lunay, and Warren Hue. And they did it all while creating an emotional connection between the auto brand and younger, first-time buyers.
Speakers
Key Takeaways
- Learn the in’s and out’s of what has made the Honda Stage program such a success, as well as best practices for engaging with Gen Z consumers, a core demographic for growth across sectors.
- Grasp Honda’s broader efforts to “earn the right” to speak to this group specifically, as a case study for what's possible when you double-down on engaging a community.
- Understand how the brand, in collaboration with Billboard and advertising agency Orci, built credibility among Gen Z and Millennial music lovers and culture seekers.
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