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Honda Europe Case Study

Project manager: by Jason Fashade


Honda is the world’s largest motorcycle manufacturer as well as the world’s largest manufacturer of internal combustion engines. Honda surpassed Nissan in 2001 to become the second-largest Japanese automobile manufacturer and as of August 2008, Honda surpassed Chrysler as the fourth largest automobile manufacturer in the United States.

Honda Motor Europe (HME) is a large complex organisation with multiple business units and disciplines operating across Europe. 90:10 Group is helping it understand the impact of social media and the opportunities it opens for Honda’s communications, marketing, customer service, sales and New Product Development operations.

Initial groundwork across Europe identified the opportunities, influencers and key communities from which to develop a strategic framework for open communications. Outputs included a long-term social media listening program across three verticals and six markets for crisis and opportunity management, analysis of data to shape strategic responses for online PR and Marketing, an internal workflow process to deliver key insights to the right departments and to Honda’s agencies for action. 90:10 Group’s access to and closeness to the data often made us the customer advocate at both a local and group level.

We also provided hands-on training for key personnel and worked with Honda’s nominated agencies to co-create a lifestyle campaign called: Live Every Litre working with bloggers from fashion to music, film and photography to design, manage and market a road-trip in the new CRZ Hybrid Car. The output was a movie shot and directed by award-winning film maker Claudio von Planta (Long Way Round, Long Way Down) and a new relationship for Honda with new demographics.

We continue to work with Honda at a strategic consulting level and developing ground-breaking content solutions for deployment across Europe




SWOT analysis of conversation landscape,
Gap analysis,
Insight generation,
Evidence-based Social Media strategy,
Influencer identification and mapping,
Content Curation,
Tactical design,
Purchase-cycle mapping,
Crisis and Opportunity Management,
Workflow and dashboard design,
Policies and Guidelines,


UK, France, Germany, Spain, Italy, The Netherlands

9010 Group produced daily, weekly and monthly reports on brand sentiment, sales opportunities, brand reputation and influencer advocacy. They used real-time monitoring and social buzz to pro-actively suggest innovative strategies for PR and marketing.

Simon Nicholson

Head of Social Media Honda Europe

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