For brands, the road to standing out in social media can be a slippery slope. But Mazda and JWT Canada collaborated on a pretty interesting marketing journey on Instagram.
Over the course of three months, the carmaker posted images and videos that plotted the course of a Mazda vehicle. But not only was each post meticulously detailed and art directed, they all fit together like puzzle pieces to make a growing scene of a road when viewed as a grid layout on Mazda Canada's mobile Instagram page.
Three posts were added at a time, every week or so, adding one more layer to the three-column grid. The project began Dec. 17 and wrapped up March 28.
Throughout the car's "Long Drive Home," the brand includes mentions of followers, videos of sponsored events and references to cultural happenings like Mardi Gras and the Super Bowl. It was then capped off by giving a new Mazda to a fan.
Below, check out a recreation of the layout. (All the images and videos are clickable through to the brand's Instagram pages.) And below that, there's a case study describing the process.
Buckle up and click around. There's some cool stuff in there.
Client: Mazda Canada
Agency: JWT Canada
Senior Vice President, Creative Director: Ryan Spelliscy
Copywriter: Mandip Salh
Art Director: Tim Zimmerman
Chief Creative and Integration Officer: Brent Choi
Social Media Director: Tony Wong
Community Manager: Alice Greenberg
Account Executive: Catherine Norman
Senior Project Manager: Kristen Neamtz