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Hyundai

As one of the world’s biggest names in automotive, Hyundai is dedicated to moving humanity forward. Developing electric vehicles (EVs) since 1991, the company released its first range of eco-friendly models, the IONIQ, in 2016. Today, Hyundai is an industry leader in the global advancement toward zero-emissions mobility with its innovations in EV, hybrid, and fuel cell technology.
Image of teal electric Hyundai car at a charging station
Products Used
Social Listening & Analytics

Hyundai France has big plans to increase its market share. A key part of the media and advertising team’s strategy is using social listening insights and expert analysis to adapt its marketing strategy to match customer preferences, demands, and values when it comes to EVs. “We didn’t have any idea who was talking on social media about hybrid or electric cars,” says Nicolas Fleisch, Media and Advertising Officer at Hyundai France. “We needed an expert point of view to know who was talking about this, and how they were talking about that subject.”

Without reliable consumer insights, the company risked missing opportunities to connect with target audiences, as well as spending resources on strategies that could potentially miss the mark. In a dynamic industry landscape, it requires actionable data that can keep it miles ahead of the competition.

Hyundai France implemented Meltwater to gain as much insight as possible into the values, preferences, and opinions of its key EV consumer groups.

Meltwater Social Listening & Analytics

Meltwater's specialized analysts assembled a detailed study exploring the ways French Hyundai fans and customers discuss EV online. The report helped Hyundai identify the major challenges, opportunities, and obstacles it faced in the European EV market, as well as highlight specific opinion leaders and communities the brand could tap to help promote Hyundai models. Additionally, Hyundai used Meltwater’s social listening and analytics solution to dive deeper into EV consumer preferences and trends. 

Powered by AWS Compute architecture, the solution scales instantly to meet Hyundai’s dynamic analytic needs, helping the marketing team remain agile and data-driven. That high performance and low latency enhances the overall user experience, while AWS advanced security features protect data and applications against potential threats. Additionally, AWS storage solutions provide a robust foundation for Meltwater solutions, ensuring data durability and availability. Results and Benefits.

Using Meltwater, Hyundai identified usage, cost, performance, and reliability as key criteria for electric vehicle consumers. It also identified opportunities to make huge steps forward in the market by building on existing brand associations with affordability, reliability, and usability. With those insights, the advertising and marketing team tailored its social messaging to address customer concerns about cost, creating a Facebook video explaining how national incentives actually make Kona EVs a comparable price to the internal combustion models. “Thanks to this exercise, we were able to address the right content to the right people,” says Fleisch.

Before launching new models, Hyundai turns to Meltwater to create in-depth market analyses that can highlight where to concentrate their marketing efforts which, in turn, allows it to optimize the effectiveness of its ad spend. “As a result of this analysis, we identified a key opportunity to build stronger relationships with car lovers and automotive bloggers to reinforce Hyundai’s strong reputation as a high-performing, reliable brand,” says Clementine Antunes, Advertising and Marketing Manager at Hyundai France. Additionally, the team was able to identify which social media platforms Hyundai fans and customers used to discuss EVs and rank the top sources of EV information and influence across Twitter, Facebook, and Instagram. 

For example, the analysis demonstrated that Jaguar and Nissan, the brands with the highest reach concerning EVs on the French web, were both active primarily on Facebook. However, each of the news organizations with the greatest reach, including Les Echos, BFMTV, Le Figaro, and Agence France-Presse, were mostly X users. Those insights have made all the difference for Hyundai. “Thanks to Meltwater, we were able to work with our media and creative agencies to develop content for the right people on the right platform, and with the right channel of communication,” says Davis.

About Meltwater

Meltwater empowers companies with a suite of solutions that spans media, social, consumer and sales intelligence. By analyzing ~1 billion pieces of content each day and transforming them into vital insights, Meltwater unlocks the competitive edge to drive results. With 27,000 global customers, 50 offices across six continents and 2,300 employees, Meltwater is the industry partner of choice for global brands making an impact. Learn more at meltwater.com.