NIssan is racing after a forgotten audience in the auto industry: influencers.

Typically the stars of other sectors, influencers are often left out of vehicle ads in favor of seemingly more compelling and relatable drivers like construction workers or weekend adventurers. However, Nissan is summoning the power of influencers to promote its new Titan pickup truck.

Since influencers are change-makers by definition, Nissan has selected a range of “everyday heroes” across the nation as the ambassadors of its Calling All Titans campaign, to be featured in spots on YouTube and Instagram. These include passionate racers, supporters of local car shows, and those that drive for charity efforts like response units. By celebrating those helping or inspiring their fellow man, the automaker hopes to highlight its own interest in doing the same, also following through with its own donations of the Titan truck to the American Red Cross and the National Park Foundation.

In the past, Nissan has demonstrated a desire to go the extra mile to connect with consumers on more than just a need-to-know basis. The brand tweets nearly a hundred times a day and takes care to consistently steer consumers in its direction on search, scoring a spot as one of the top five brands in Gartner L2’s Digital IQ Index: Auto earning visibility against non-branded keywords. Finally, Nissan takes note of the fact that consumers need brands to stand for something more than just their products. The company earns the second-highest visibility against energy efficiency-related keywords, driving consumers toward its electric car, the Nissan Leaf.

Time will tell if the brand’s influencer promotion picks up any interest from car buyers. But so far, it’s a great example of how influencers come in all shapes and sizes, and have a larger variety of use cases than you might think.

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