By Lisa Utzschneider, Chief Revenue Officer



As the presenting sponsor for the sixth season of Community on Yahoo, Honda inspired viewers through show integrations and video advertising. These efforts have already driven powerful results for the brand including increases in awareness, favorability and purchase consideration.



Research measuring the impact of Honda’s integration into Community shows that the brand successfully increased awareness of its vehicles among consumers. Brand favorability increased by four times among those who watched the seventh episode, which showcased the most significant branded integration. Brand recall was very high among viewers - 95% for the Honda CR-V and 88% for the Honda Fit. Viewers were ultimately more likely to think about a purchase, too; 50% said they were more likely to buy a Honda product after watching an episode featuring the brand.

“Working with Yahoo, Community presented the perfect opportunity for Honda to connect with and inspire our audience across screens,” said Tom Peyton, Assistant Vice President, Marketing, American Honda. “The results of this program are a real testament to the power of online video and the ability to reach key audiences in new ways that resonate with our passionate customers.”

Additionally, a new biometric study, which analyzed emotional and cognitive resonance, looked at how Millennials responded to the Honda sponsorship with exciting results. The study compared reactions among viewers who watched episode seven with Honda branded content and video ads, to an audience who watched a different episode without brand integration but with the same Honda video ads. The study found:



When viewers watched a Honda video ad alongside the episode with Honda’s branded content, there was a 49% lift in emotional engagement.

Viewers spent more time emotionally engaged with the branded content in episode seven, compared to the episode as a whole.

The Honda integration also drove a 164% lift in unaided brand recall among viewers.

Viewers of the brand integration episode were also more likely to say they would take an action, including:

225% more likely to look for more information about Honda



82% more likely to visit the brand’s website



40% more likely to watch Honda’s ads online

There was also a 61% lift in purchase intent among Millennials who watched the integration episode.

Episode seven of Community season six also featured a customized hashtag that aligned with the Honda integration, #Level7Susceptible. This hashtag amplified engagement by delivering over 29 million Twitter impressions in its first week, more than any episode except for the season finale.

More than 50% of Community viewers are new to Yahoo and they’re engaging with more content throughout the Yahoo network than average new users. As more audiences head online to watch high quality video content, Yahoo is helping brands connect with these viewers in a more effective way. This campaign helped Honda build excitement among potential customers and ultimately increase their likelihood to buy a vehicle. Helping brands align with the best digital video content available online is just one way we’re working with top companies like Honda to drive results.