South Korean automobile manufacturer KIA has partnered with Incubeta to drive its future marketing strategies through insightful data usage. The partnership will allow KIA to create a more detailed picture of their audience, by diving deeper into their collected data, ultimately leading to a higher level of engagement across its campaigns.
With a history dating back to 1944, KIA has become one of the most recognisable names in the global car market. Most recently, in 2021, unveiling a new brand logo and slogan – ‘Movement that inspires’ – with a focus on inspiration, confidence and the potential it can offer its customers.
The collaboration with Incubeta, an international marketing agency with teams in 22 locations worldwide, will primarily focus on developing an Audience Analysis Model in Big Query and defining a best-in-class foundation for Google Cloud projects. This will provide KIA with the opportunity to enhance its audience understanding, with actionable insights that will help create better customer and user experiences.
The announcement follows a successful 18-month period for Incubeta, in which it has doubled in both size and profitability. Having already partnered with a number of internationally recognised brands, including the L’Oréal group and Les Mills, the digital marketing agency is well positioned to help drive future growth for KIA.
Jessica Jacobs, Global Chief Customer Officer, Incubeta said: “We are extremely excited to begin our partnership with KIA and to help expand on the extraordinary vision it has for its audiences. As we head towards a new age of advertising, driven by first-party data, there is a growing need to have a much deeper understanding of our audiences and we will use this to ensure KIA’s vision is carried across to all of its markets.”
Sun Hur, Senior Manager Brand Intelligence Team, KIA, commented:“Having seen examples of the great work Incubeta has developed for other companies, they were an obvious choice for this project. We look forward to working with them to reshape our data driven marketing strategies and are eager to see what the future of our partnership holds.”
The initial contract between Incubeta and KIA is set to last one year, and has the potential to lead to a long-term collaboration between the two companies.
*Incubeta is a client of Bluestripe Communications, owned by Bluestripe Group, the owner of NDA