A brand that has grown more than any auto brand in the U.S. over the last 20 years, Kia needed to reestablish itself as an award-winning brand with world-class design, technology, and engineering among Asian Americans. We set out to increase brand awareness and purchase-consideration ration with the help of the media and influencers.

We planned and executed media events where key Asian media and influencers were invited to ride and drive new production models prior to its release and share the experience with their audience. We also leveraged Kia’s partnership with the NBA and LPGA to connect with consumers and solidify the brand’s positioning in the hearts and minds of sports fans.