How Mazda is Building Community-Led Social Media Strategies w/ Emily Rutt

0:00TikTok has become Mazda's fastest growing social platform. It is one of our most engaged communities. And what I love most about it is that it feels really personal.

0:14Hey, Emily, welcome to the show. How are you? I am well. How are you? Good. It's Q4. So you know how it is. You know, this period of the year is busy, you know. So yeah, it's good. Cannot complain. But yes, certain times, some of these weeks feel a bit, you know, heavier than others. so can't wait for some you know holidays to be honest oh steam page ready for some holidays fantastic you know today we talk about of course in automotive and how things are changing in the industry right on social media but before we get started with that i would love to hear a bit more about yourself right and we do this thing called the map basically it's dividing three main categories it's the mission right so what do you aim to achieve with your work achievements any you know Something that you're proud of could be your career, your life, or both.

1:02The last one would be the purpose. So why do you do what you do? Awesome. Well, hi, I'm Emily Rutt and I lead social marketing here at Mazda. Starting with the mission, I think my mission is really to build a social ecosystem that drives meaningful relevance with the brand. Social is the front page of the internet. The average person is scrolling through 300 feet of content every single day. And so I think the opportunity is for brands not just to be seen, but also to be chosen and to be remembered. And that really happens when we understand why people are on social in the first place. And that's to learn something.

1:42It's to feel something. It's to belong to something. So if I were to boil down kind of the role of social for me at Mazda, it's two things, right? It's first, it's to ignite community, to show up where our audience already is. It's to create content that reflects and it celebrates and it fuels what moves them. It deepens their relationship with Mazda, it delights them. And second, we drive growth, right, by delivering the right message to the right audience. And we do that with relevance, precision, purpose. So I think maybe even more importantly than those two things, though, is that social is a community strategy.

2:22And the brands who win are the ones who really understand that it's not about broadcasting, but it's about belonging. And I think that for me is something that I'm working really hard every single day to build. When it comes to achievements, in the last two years, I've been at Mazda for two years now, I think I really champion the shift of Mazda's social presence. So maybe what used to be a more traditional auto voice into what's developing into this really beautiful, this community driven ecosystem. And I'm really proud to have been kind of expanding the brand into places that it's never been.

2:59Launching TikTok and seeing that grow. Reddit, it's a huge focus for us this year. And it's really about cultivating those communities and those thriving spaces for those communities. it's those who already love us and know us, but then also finding those opportunities for connection with new people who share our values. And it's been working. We've actually seen social engagement grow by 56 % year over year. TikTok's become our fastest growing platform. So that's been really exciting and rewarding to see. I think the other thing I would say is that this year I launched Mazda's first ever always on influencer program.

3:36And that was a very intentional shift away from one-off campaigns into what is now a very consistent cadence of authentic content surrounding the brand. So we actually kicked off our very first influencer pulse for first to the finish on Prime Video. And we've done a lot of really exciting work since that. And then this year, we also have scaled our content studio operations. So getting a lot smarter and a lot faster with producing social first content that really resonates. We've actually now produced nearly 500 social assets in the past six months. And as algorithms are changing really rapidly and creative is becoming the new form of targeting, I think that's a really massive step forward in becoming more effective in the paid social media space.

4:22And then lastly, my purpose. I would say my purpose in all this is grounded in a deep passion for social media. I am what some might call chronically online. And I love the intersection of culture, of creativity, of community. And for me, Mazda is, it's such a beautiful brand. It's built on this idea of the power of movement, not just physically, but also emotionally. And social gives us the space to really bring that to life in real and human ways. And that's what motivates me, I think, every single day. Amazing. No, there is a lot to unpack here. You know, of course, I took some notes on that.

5:02We're going to talk about absolutely about your you know always on influencer program very curious to hear you know how it started what is like you know the methodology behind that and everything but even before that so you said you know a very interesting concept about the sense of belonging right you know the relevance the community strategy that talks you together with the belonging in other episodes we talk about how a lot of brands finally understanding that instead of having a passive audience you can actually create an active community that almost co-create with you. You can read the comments, understand how people feel about your brand, sentiment analysis.

5:37Then you co-create with influencers to go, you know, beyond just like, this is a great car, you should, you know, buy that. But what is the, you know, the meaning behind that? How I feel when I drive it, when I can bring my family to a, you know, the spot that we all love and everything and all the storytelling. So because of all these things, right, that you already kind of shared, can you tell me a bit more, right? How was this shift? You know, you said that the shift going from more like maybe traditional certain type of content to go on social media, specifically TikTok, right? How was that?

6:05Was it easy for you? Was it also easy for customers to really understand the new type of messaging? Can you tell me more how that started actually? Sure. So for TikTok, when we launched Monsters TikTok, we knew it couldn't just be another content channel. Like you mentioned, it had to feel like a community. And we were starting from zero. So the first step was really just to listen and to learn. before we ever stepped foot on the platform and tried to speak. So we spent a lot of time researching, a lot of time listening. We spent then the early months following that testing everything. So creative formats, editing styles, trends.

6:46We wanted to understand what people actually wanted to see from a brand like Mazda. And pretty quickly, I think we learned that authenticity beats polish, especially on a platform like TikTok every single time. And it's probably not a surprise to you when I say that, you know, people don't want things that feel like ads. They want stories. They want reactions. They want to learn something. They want to connect. And so we've really started looking at success, not just through the lens of engagement, but also the quality of that engagement. And then from there, we really started focusing on participation.

7:21So instead of talking at people, we've really tested new ways to talk with them. For example, we had a recent post where we actually invited long-time Mazda owners to share advice with new Mazda owners. And I think for me, that's just an example, right, of where we're moving away from that idea of talking at people. And we want to become the safe space for the conversations that actually add value to our community. And on that post, we saw hundreds of comments, right, people asking questions, other people chiming in with advice. And I think on even just a small level, right, that's at the heart of what our role should be.

8:01And when you look at Mazda as a brand, we're all about enriching the lives of the people we serve. And so as a brand really built on this idea of empathy, that has to carry through in all of our work. It carries through in the way that we engage through community engagement, that we resolve issues, that we support our owners. And And it's especially important on a platform, I think, like TikTok. So we're now a year and a half, almost two years in. And TikTok has become Mazda's fastest growing social platform. It is one of our most engaged communities. And what I love most about it is that it feels really personal.

8:35And it's people who see Mazda as something that they're really proud to be a part of. And I think the second piece of that is just TikTok has become our creative testing ground. So we've had multiple pieces of content that kind of started maybe on TikTok as an experiment, things like formats, different hooks, storytelling angles, and then we've kind of expanded them from there into paid social or even onto other platforms where they have gone on to become some of our highest performing assets. So it's given us that faster feedback loop. It's given us that more audience led approach to creativity.

9:13But it's almost in a way become like a discovery lab, right? It's not shaping just what we make for TikTok, but also for other channels as well. Very interesting, especially when you say, you know, about the video getting, you know, owners, right, that being loyal, right? Like loyalty is a big thing, right? And in the car industry, right, there are some people that even generations, right? This is the car that we use, right? This is the brand that we use. And so because of that, how are you able to, you already said that, you know, a bit when it comes to experiment and new opportunities. But when it comes to getting in front of new people, what is your approach there, right?

9:45Because, again, getting in front of people that already love the brand, it's something. But how do you, how are you able to, you know, again, get out of the, let's see, you know, some brands have their bubble, right? Or people are following because they're already familiar with that. Can you tell me a bit more about how do you process that? Is it testing different formats? Is it trying to get involved, like people that maybe are not familiar with the brand? Like, how does it work? Totally. I think a big piece of that goes into our Always On Influencer program, right? Like our work with creators has evolved quite significantly.

10:15And it's been a pretty purposeful shift towards this always on program that's ultimately driving our business objectives. So I think for us, it's looking at, you know, audiences, they want to hear from people that they trust. They want to hear from them consistently and in their own voice and in places where they're already spending their time on social. I know when I go on social, that's what I crave. And then the other thing kind of tapping into what you were mentioning is that, you know, search behavior has increasingly moved on social. So things like TikTok, Instagram, YouTube, Reddit. We've seen that for many shoppers, creators are actually one of the first places that they go to understand how a car fits into their real life, right?

10:55How it drives, how it feels, how it looks in somebody's actual driveway. And so that's kind of what led me to launch Mazda's first ever influencer program this year. So instead of thinking in those bursts, we're thinking in continuity. We're looking at having an ongoing steady drumbeat of creators who genuinely represent Mazda, but who can also tell deeper and more resonant stories over time. And so that gives us an engine that's always running. And in my mind, it does two things. The first is it gives us a lot of precision. So each creator, right, they're speaking to new audiences and very specific audiences, whether that's, you know, a design forward consumer, an active family, someone who's outdoor minded.

11:38and that really hyper-targeted alignment, it lets us reach people, the right people, with a lot more relevance. And then second is that it fuels our content supply chain. So creator content, it's not just for their channels anymore. You know, it's also fueling our page, our organic, our social search. It's bringing us that scale and that variety that is really needed to support the platform asset requirements. And so what we've seen so far is that That consistency builds trust. The more creators live with the vehicles, the more natural their stories become, the more that audiences connect to that.

12:16And what's really cool is we've had some awesome, awesome creators who are actually Mazda owners. And I think it's almost like a Venn diagram. It's my favorite intersection to find. When someone already has that deeply connected following, but at the same time they have an existing love for the brand. and maybe a car that they've owned for years as their daily driver. So that's been really special and cool to find creators like that. And then the other thing we're being really considerate of is continuing to engage with our most impactful creators over longer periods of time because that repetition also builds deeper credibility.

12:54And I mean, we're seeing the higher engagement. We're seeing more media efficiency and overall really encouraging results. Hey, if your brand is ready to grow, we are here to help. At the Influencer Marketing Factory, we run full-service influencer campaigns that actually move the needle. We handle everything. Creator identification, campaign strategy, contract, shipping, logistics, you name it. We have supported brands of every size, from world-recognized Fortune 500 companies to ambitious DTC startups. And with our in-depth ROI tracking, you always know what's working and why. Just visit the influencermarketingfactory.com to learn more and get started.

13:57important so my question for you is how you identify the people how do you know that these are going to be the right influencers and creators that you can actually really work and trust for let's say duration of one year like what is the difference for you to finding someone that can do a one-off activity you know or activation sorry to actually becoming potentially like one of the many faces right of the brand that you can again trust and be like we do have an idea of you like always on this is what we can do together for the year like have you identified certain things it about qualitative analysis is the quantitative, is the mix of things.

14:32Yeah. I mean, one of the most, I think, exciting parts of Mazda's creator ecosystem is to your point, how intentionally we select each partner. Mazda at its core is a very purpose-driven brand. So the creators that we choose to work with, they should reflect that same mindset. They should reflect that same approach toward craft in their content. And so when we choose creators, I like to look at them really as extensions of the brand. They're not just amplifiers. So we're quite measured in the creators that we choose to engage with. And I think that's really important for the content. While it needs to align with Mazda, it also does have to reflect their typical work.

15:14And it does have to feel very natural to what they're known for. So it's a fine line to walk. But we've been really privileged to partner with a range of just incredible influencers and creators from filmmakers to photographers to interior designers and parents and craftspeople. And we recently had a creator who took the CX-5 out to gather clay. She's like a she does pottery like as an artisan. And she went out, she took the car to gather this wild clay, and then she brought it back and shaped this beautiful sculpture and took the time to come story tell and illuminate some of Mazda's design process, which also starts with clay.

15:53We had a creator who told a beautiful story about a drive that he took with his dad and their family Mazda to pick up his first camera, which then became the launching pad for his passion of photography. And now it's his career. And so those are the kind of stories that are so special when you find and you can't manufacture them. But when you find them, they're really special. And I think that level of intentionality is really important. And so what unites all of them is those shared values. And that's really what we look for, right? Craft, beautiful design, precision, this idea of a challenger spirit, living a life of intention, really chasing the things that move you.

16:32And every touchpoint that we have should feel human and real. And creators, I think, give us an amazing chance to do that. Especially because everyone, you know, drive a car, right? You don't have anything specific to not only these type of people, not everyone, right? And so I think that that also gives you, open up to more opportunities, as you said, the different type of audiences, right? And also like you can get so many angles. So that is very fascinating to me. I'm also curious about the first to finish. Can you also tell me a bit more about like that activation? like how how did you think about that one was it like was it different from other things that you did like you know also for the people listening what was that you know first of all right how did it come to to light and did you learn anything from that that maybe people cannot see like if they don't know about the behind the scene yeah well if you haven't seen it you should go watch it it was a really exciting moment i think for all of us on the mazda team because motorsports is at the core of our heritage and so the docuseries itself it follows these two incredible female drivers, Heather and Sally, and a team owner, Shea Holbrook.

17:35And they are all competing in the Mazda MX-5 Cup Championship. And it really highlights this human side of racing, right? The things like discipline and sacrifice and resilience. And it reinforces that Mazda challenger spirit that I mentioned earlier. And so our influencer strategy for that was really built around amplifying those themes. So we were intentional about partnering with three specific creator verticals to support this. We looked at TV reviewers, we looked at female athletes, and then we also looked at motorsports and auto enthusiasts. And each group kind of played a unique role in how the story reached and resonated with their audiences.

18:17So our TV reviewers, they really helped break down the series with commentary around the narrative and the characters and the emotional arc. And they brought a little bit more of that context and that plot line that drove a lot of early discovery. But then we saw, you know, some creators like our female athletes, they were, we went for individuals who naturally kind of embodied that same grit and that same discipline as the women who were featured in the show. And they resonated with and could speak to the series through the lens of their own experiences. And I think that was really powerful. And then we also had the, you know, the motor sports and auto enthusiasts.

18:53And those people really had the credibility in the auto and the racing communities. And a lot of them already knew the MX-5 Cup. And so they helped sort of bridge that gap between the entertainment piece and the motorsport piece. And I think across all three groups, the through line was really this. It was that creators, they weren't just promoting the docuseries. They were translating it in a really personal way for their audiences. So whether they were leaning into that storytelling round empowerment or a passion for racing, each creator was kind of bringing that human piece of the story to life.

19:27And we saw it be incredibly successful. I mean, the Pulse, it generated hundreds of millions of impressions. It drove engagement well above what we'd historically seen. But I think most importantly, it drove conversation. And it brought people to care more deeply about the drivers, the journey. And it brought Mazda to new people in a new and fresh way. And that's why I love influencer marketing and content creators and all the creative economy, right? Because you start with one medium, right? And then you can unpack it. And then you can comment on that video. And then you can do a live reaction to something.

20:00And then you can, again, you can tell a story that is not necessarily about just that product, but it's the behind the scenes. Why is it emotional for me? Oh, when I was a kid, I do remember that this and that, right? And you can really get with so much. And the sky's the limit when it comes to really get deep in that. And so we discussed about what you're working on, right? the shift, what is now the Mazda program within Francis? How do you see things on social media? What is the future, in your opinion, specifically to the brand, but also the automotive industry? Are we missing anything? Is there anything that you would love to either double down on when it comes to, again, how do we work with creators?

20:40Is there any maybe blue ocean opportunity out there that you are excited about? Definitely. I think we're entering a really exciting next chapter for creator partnerships. and I don't think it's going to be slowing down anytime soon. Mazda, as I mentioned a couple of times in this discussion, Mazda's ethos is really rooted in craft and emotion and intention. And I think what's interesting is that the creator economy is really moving in that same direction. People don't just want surface content. They want to go deeper. And so there's five things that I would say I see really shaping our future approach.

21:13And the first is the role of creators as cultural amplifiers. And I think one of the most interesting shifts we're seeing is how culture behaves online, right? Like the big moments, they don't just live in that moment anymore. Like they live in an ecosystem that surrounds it. And we know that content tied to cultural events, it gets a lot more rewatching. It gets a lot more engagement. And that's because of everything that surrounds it, right? Think about you log into TikTok after an event. The reactions, the recaps, the explainers, the creator POVs, the community commentary. And I think that's where creators become really powerful, right?

21:51Because they add the layers of meaning and interpretation that the audiences really want to engage with. So the opportunity for us, I think, is not just to use creators to amplify the main moment, but to add and expand to it, to create that richer, almost richer narrative world around whatever that hero moment is that people want to rewatch, they want to remix, and they want to talk about. And I think connected to that is a second point, maybe kind of connected is creators who sit on the edge of our category, I think are going to matter a lot more. People aren't just watching car content, right?

22:30And we've even seen that through some of the activations that we've already done. And for Mazda, it's not about being everywhere and everything to everyone. It's really about trying to connect with the parts of culture that reflect who we are and reaching growth audiences who have the potential to move with the brand. So I think creators are a lever that we can pull to bring people into some of those adjacent emotional worlds where people see themselves, their aspirations, their tastes, their fandoms. And so I think a lot of success will come from meaningfully engaging creators who sit in those peripheral communities but who share our values.

23:09I would say the third thing is the rise of BTS and functional storytelling. I mean, we're already seeing some of this, right? Like audiences don't just want the final product. They want to see everything that went into it. They want a peek behind the scenes. And so I think this is an area where Mazda does have a natural advantage with craftsmanship at so much of the core of who we are. When creators take people behind the curtain into the design process or even into the lived experience of driving a Mazda, it feels really authentic. And I think we'll see a lot of creators going much deeper in ways that feel both emotional and practical.

23:47And I think helping people understand the why behind Mazda, not just the what that we sell. That's really key to building trust. I think we're going to see a lot more long form, a lot more substance. Short form, it's always going to be important for discovery. It's fast. It's snackable. It's how people often first encounter ideas. But I think when it comes to building real affinity, Longform is a pretty untapped opportunity in the category. And it's a place where audiences are slowing down. They're settling in. They are actually forming some of that emotional bond with the brand. So we're moving into some creator partnerships that go a little bit deeper into different types of storytelling formats, all of which they align really beautifully with Mazda's personality.

24:33And I almost think it's less about producing long videos. It's more about creating formats that show versus tell. It's more about formats where people can actually feel the brand. They can feel its values, its craft. They can feel the emotional resonance. So I think that's something that we'll see a lot more of. And then the last thing is really creators as a full content supply chain. One of the biggest mindset shifts happening right now is recognizing creators, not just as a tactic with their own unique audiences, but also as a content engine that powers our customer journey. So I think we're thinking about that journey in the mix of content that we produce, right?

25:14It's that spectrum of content. It might be lifestyle and introducing you to the brand, but then there's this, you know, also this unique opportunity. We could have a creator explain the features, or maybe they're breaking down the difference between two vehicles in our portfolio, or, you know, their donor. Maybe they're sharing an ownership experience. So it's not just about speaking to different audiences in my mind. It's also about curating those assets to core moments in the journey. How do we make creator more searchable, knowing that that's a behavior that's happening? In our negotiations with creators, can we look for ways to expand the engagement even beyond their own channels?