Case Study: Mazda Canada rebuilds small businesses with Hill+Knowlton Strategies

Mazda Canada supports 200+ local businesses with WPP

Mazda Canada faced the challenge of building positive brand sentiment during a semiconductor shortage and a period when small businesses were at risk of closure due to pandemic restrictions. They partnered with WPP's Hill+Knowlton Strategies to create an earned-first, integrated cause marketing campaign aimed at generating brand fame.

WPP's Hill+Knowlton Strategies developed the "Local Legends" campaign, through which Mazda pledged over $1 million to help small businesses rebuild. The solution involved providing financial grants, mobilizing public nominations, and creating documentary content to showcase the businesses' stories. The campaign was a resounding success, generating 74 million media impressions, over 510,000 social impressions, a 103% increase in positive social sentiment, and ultimately provided support to more than 200 small businesses.

Mazda Canada