Nurturing a Community of Brand Evangelists .

Mazda Australia:
If you visit the site of Mazda Australia, the home page will display more than car images. It will highlight a community section that features photos, videos forums, blogs and reviews. That is how the company is nurturing an army of customer evangelists and inviting them to build long-lasting relationships with the brand.
Mazda Australia encourages people to share their favorite Mazda images and videos with the community and get featured on the website, YouTube and Facebook channels. The site also has public ambassadors, a selected number of common people who share a passion for Mazdas among other things. In this way, the company celebrates its supporters, showcases them on the Mazda Facebook page or YouTube channel, and reveals some of the faces behind its community.  

Mazda Australia‟s community section also includes car owner reviews, groups of enthusiastic Mazda owners, featured events and competitions and more. The goal is, of course, to engage the community in authentic conversations, build meaningful relationships and strengthen customer evangelism. 


Marketing takeaway:
Mazda Australia has developed an innovative approach to marketing. The way you go about cultivating relationships is by highlighting the faces behind your community and building a platform for conversation with them.