To raise Nissan likeability in the social media sphere.

According to internal research carried out by Nissan, their popularity and likeability was a mere third compared to Toyota.

While Nissan used to boast more social media followers in Japan compared to Toyota, this had recently changed with Toyota beating them.

With this pressing issue in mind, Nissan took on the challenge of leveraging social media to increase interest and favorability towards the brand. 1

Building up likeability for the brand not through new tech and new models only, but through demonstrating love and reverence for the models of long ago

We created compelling, unique and entertaining content out of the full restoration of the classic Nissan from 30 years ago. This content was spread wide across social media.

This content was a reflection of what the audience wanted to see, what they were enthralled and charmed so deeply by (the classic Nissan CIMA still alive and well today). Through this content, we could simultaneously communicate the sophisticated and exciting technical prowess of Nissan as they headed the restoration.

Once full restoration was completed, a media-facing event was held, and the car was displayed in the crowning jewel of the brands gallery space in central Tokyo.

Raising Nissan’s brand favorability using SNS; a tweet by a Japanese actress Kazue Itoh “It's been 30 years this month since I started driving a CIMA …” became a huge buzz on October 3rd 2020. Many viewers voiced their approval of her wish to drive it until she surrenders her license. Nissan struck while the iron was hot to develop a plan on SNS and capitalize on this buzz.

We created content out of the full restoration process of Kazue Ito's 3 decade old (and very much beloved) Nissan CIMA.

The content was shared with the world via social media from start to finish. The completion of the restoration was followed by a media-facing announcement/event and the car was finally displayed in the Nissan gallery space located in central Tokyo.

A great number of likes garnered and earned media exposure to value of 3.4 billion Japanese Yen.

・Nissan Official Twitter Account post "favourite" rate 474.9%

　（＃fullrestorationofCIMA tweets on average received 4118 likes while the Nissan account post average is 867 likes)

・Nissan Official Account engagement rate 12% (Average 5%)

・PR exposure AVE over 3.4 billion Japanese Yen. (15 TV programmes/42 newspaper articles/3120 articles online)

・Achieved NUmber 1 trending spot with Yahoo!

・Nissan shares up by 19 Japanese Yen onday of full restoration announcement

・The Discovery Channel Japan produced a 30 minute TV programme about the #fullrestorationofCIMA

・Nissan Gallery visitors up 500% to previous month during exhibit of fully restored model