Kia America
Influencer events
This case study illustrates how Refined Media Group blends digital-first strategy with immersive brand storytelling, creating experiences that are both emotionally resonant and culturally relevant. Through a series of lifestyle-driven activations, Kia was repositioned as more than a functional car brand, but a meaningful part of everyday culture.
The Challenge
Campaign footage courtesy of Kia, showcasing the impact of the Beach Cleanup activation.
Kia was seeking more than visibility. They wanted to create meaningful, immersive experiences that connected their brand directly with multicultural communities. The goal was twofold: give potential consumers tangible opportunities to engage with Kia in lifestyle-driven settings, and allow Kia executives to learn firsthand about the needs and perspectives of diverse audiences.
The brand wanted to move beyond traditional media by blending sustainability, cultural relevance, and luxury into experiences that felt aspirational yet accessible. Our task was to design events that positioned Kia as a brand that not only offers affordable vehicles, but also values creativity, community, environmental responsibility, and authentic one-on-one connection.
Our Approach
Our Approach
To bring Kia’s vision to life, Refined Media Group developed Lead the Charge, an experiential campaign designed to merge accessible luxury with cultural and environmental relevance.
We activated our diverse creator network to authentically engage multicultural audiences, then rolled out a series of immersive events that built momentum through connection and participation. From seasonal gatherings and a coastal cleanup with Kia executives, to an urban farm event linking sustainability to ancestral heritage, each activation deepened cultural resonance.
We further tied Kia’s design-forward ethos to community through curated art and coffee crawls, and celebrated diversity and inclusion with a multicultural food tour. Together, these experiences positioned Kia as more than a car brand—establishing it as a participant in culture, sustainability, and everyday life, and paving the way for Lead the Charge to expand nationwide.
Strategic Elements:
• Premium event production reflecting aspirational yet accessible luxury
• Experiential storytelling grounded in multicultural values
• Influencer + community engagement driving organic reach
• Thoughtful touchpoints connecting Kia leaders with diverse communities
Execution & Impact
• 20M+ organic social and PR reach
• User-generated content from macro + micro creators
• 400+ attendees across four key events (Seal Beach Cleanup, San Juan Capistrano Urban Farm, • San Diego Coffee Crawl, Pasadena Food Tour)
• Earned media coverage in outlets including La Opinión, BET, Global Grind, Vibe, and more
• Measurable business outcomes: attendees joined Kia’s loaner program and purchased vehicles
• Campaign approved for national expansion in 2025
