To promote sustainability and encourage people to switch to electric cars through a three-part sustainable living series featuring travel content creators Rony & Barty, chef Thomas Zacharias, and fashion designer Kriti Tula.
Mission
Hyundai KONA Electric wanted to promote sustainability and encourage people to switch to electric cars through a content marketing campaign.
Solution
Travel + Leisure India & South Asia collaborated with Hyundai KONA Electric to create the “Road to Sustainability” series, a three-part sustainable living series featuring thought leaders from the fields of travel, food, and lifestyle. The chosen personalities identified with the campaign’s goal of promoting sustainability. Rohan Thakur and Bharti Bahrani, also known as “Ronnie & Barty,” are two renowned travel vloggers who promote sustainable travel. Chef Zacharias’ culinary journey began at a young age in his native Kerala, India, inspired by his grandmother’s home-cooked food, with a focus on sustainable food production. Kriti Tula, the founder of Doodlage, is a fashion designer who produces sustainable clothes upcycled from garment industry waste.
Travel + Leisure India & South Asia featured native articles under the category Conscious Traveller, including exclusive interviews with three thought leaders: Rony & Barty, Thomas Zacharias, and Kriti Tula. In Part I, the team travelled to Manali with Ronnie and Barty to learn about their perspectives on sustainable travel. Part II covered a trip to Goa to explore food sustainability with Chef Thomas Zacharias. Finally, in Part III, Kriti Tula spoke with the Travel + Leisure India & South Asia team about the importance of sustainable fashion. Along with the native articles, the three video teasers featured each guest discussing what they liked about the Hyundai KONA Electric while addressing various sustainability topics such as travel, food, and fashion. The ‘Road to Sustainability’ content was shared on Instagram, Facebook, YouTube, and Twitter with the support of a social media team that devised a social media management strategy that helped the client gain new customers, increase sales, and raise brand awareness online.
Achievement
The brand was able to obtain over 4 million campaign reach with the introduction of this full-fledged ‘Road to Sustainability’ series. Travel + Leisure India & South Asia received positive feedback and engagement from their audience with a total of three native articles published, and the content was shared on social media platforms such as Instagram, Facebook, YouTube, and Twitter. The campaign helped to promote sustainability and encourage people to switch to electric cars.
