The new Mazda CX-50 Content Experience
Overview
Mazda's release of the all-new CX-50 in 2023 was a significant step in their efforts to attract outdoor enthusiasts, a target market they previously had limited access to due to the lack of a specialized outdoor vehicle. It was crucial for us to position the CX-50 as the top choice for individuals looking for a capable outdoor vehicle.
Our goal was to establish the CX-50 as the leading crossover in its category, making it the preferred option for those seeking an outdoor adventure. We aimed to challenge existing perceptions about outdoor vehicles by highlighting its exceptional performance and responsiveness. Ultimately, we aimed to attract a new group of buyers who would be interested in exploring the redesigned Vehicle Description page.
USER PERSONAS
Nature Achievers
In order to guide our team during each design sprint, we developed a specific user persona: "Nature Achievers" - individuals who are passionate about the environment, nature lovers , weekend warriors who purchase outdoor gear.
These folks care deeply about the balancing the eco-system, and seek meaningful experiences rather than dominance.
Based on this research, we developed messaging that would truly resonate with our target audience: "2023 Mazda CX-50, We’re More Human in Nature." With the emphasis was on Humanity drawing inspiration from the environment around us.
This approach provided us with the flexibility to collaborate with environmentally conscious content creators and influencers, resulting in an authentic collection of content.
Problems to Solve
1- How do we shift the public’s outdoor conventions of Mazda ?
2- How to we stop Visitors from leaving MazdaUSA.com due to lack of relevant content ?
3- How can we Modernize the Design System ?
4- How can we develop a proven content strategy ?
Using Content to Change Conventions
‘Tasting Wild’ by Melissa King
We developed "Tasting Wild," an 8-part series featuring acclaimed Chef Melissa King and world-renowned Nat-Geo explorers. Each episode focused on creating dishes inspired by each location.
Snowboarders & Digital Artists
We collaborated with a team of influential snowboarders and digital artists to create nature-inspired art from the tops of snow-capped mountains.
Mountain Biking Sponsorship
We sponsored the Life Time Grand Prix, a series of elite fitness events that aligned perfectly with our target demographics and ethnographic data.
Immersive VR Experiences
Our use of 360º technology in the Mazda CX-50 360° VR experience" not only enriched our content but also earned us an Innovation Award at the 2023 ADDYs. See more
New Interface Components
New components and page features were added to enhance storytelling and engagement. These include Video Hero components, Dynamic headings, and Dynamic image galleries.
