Kia Motors | Huddle
Company size: 40,000+
Related industries: Transportation & Logistics
Related use cases: Collaboration Security File Sharing

Huddle supports Kia's global marketing programs

Kia Motors Corporation uses Huddle to disseminate information and maintain brand consistency in marketing activities across 70 dedicated PR offices, more than 40,000 global employees and numerous external agencies. 

Kia Motors Corp. was founded in 1944 and is Korea's oldest manufacturer of motor vehicles. More than 1.5 million vehicles a year are produced in 13 manufacturing and assembly operations in eight countries, which are then sold and serviced through a network of distributors and dealers covering 172 countries.

From its humble beginnings as a manufacturer of bicycle parts more than 65 years ago, Kia Motors has emerged as the driving force behind the Korean automotive market. The company boasts an ever-expanding product line that is sold through a network of more than 4,000 dealers, 20 sales subsidiaries and 141 distributors, covering 172 countries around the world. 

With such a large number of focus markets and so many people to communicate with, Kia Motors was faced with the challenge of communicating consistent marketing messages across borders, languages and cultures – safely and securely. The company wanted to ensure that the messages conveyed to customers during special events, press junkets, television and print advertisements matched their expectations in Kia Motors’ showrooms and dealerships. Brand messaging also needed to be consistent globally, yet embrace cultural differences. To enable the effective dissemination of information across all internal and external teams, Kia Motors turned to Huddle.

 

“When documents were distributed via email, we’d often get more than 50 emails back with numerous questions, different viewpoints to consider and multiple comments from people in the same region. Huddle has enabled teams to participate in discussions and help each other.”

 

Pamela Muñoz, Assistant Manager, International Communications, Kia Motors, explains: “At Kia Motors, we think ‘glocally’. We’re a very global company, but we incorporate a lot of our local initiatives into our products, communication strategies and marketing campaigns. We have 70 PR teams worldwide, who in turn work with numerous PR, marketing and news agencies to tailor content and activities to their local markets. Inevitably, we come across timezone and language barriers and we needed a tool that would enable us to communicate information in a timely, secure and relevant way. Information that comes from headquarters needs to be shared with local teams and spokespeople as soon as possible and Huddle enables us to do this.”

Kia Motors produces a wealth of content on a regular basis. For example, the monthly external newsletter alone is translated into seven different languages and key messaging is distributed quarterly to the global network. This educates people on new technology that has been released, new product launches and updated communication strategies. Social media guidelines, corporate standards and statements also need to be shared with the company’s network.

Prior to using Huddle, a lot of Kia Motors’ messages and confidential photos were being leaked to the press and the company couldn’t identify the origin of these leaks. When launching integrated marketing campaigns worldwide, retaining version control and incorporating local feedback into marketing materials was also challenging.

Pamela continues: “Following our deployment of Huddle, we’ve been able to retain a tremendous amount of control over what messaging is released to the public. The coordination of our campaigns has also improved. As a small central team, we sometimes struggled with the huge number of queries received in response to a piece of collateral. When documents were distributed via email, we’d often get more than 50 emails back with numerous questions, different viewpoints to consider and multiple comments from people in the same region. Huddle has enabled teams to participate in discussions and help each other.”

 

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