![]() “Everywhere,” a love song released in 1987, fits Chevy’s an-EV-for-everyone theme. (That was certainly the case in 2020, when a TikTok clip of a man longboarding to the tune “Dreams” while drinking Ocean Spray went viral.) Majoros suggested the band is among the musical acts enjoying “rediscovery” by younger generations. FLEETWOOD MAC DREAMS TVWith the TV ad, Chevy went for cross-generational appeal, which is where the Fleetwood Mac song comes in. “We're having partners produce content and things on our behalf but you still need a mothership agency to produce the majority of our content and also be a steward,” Majoros said, referring to McCann. Vice Media Group includes its digital content arm, film production studio, news division and Virtue, a full-service creative agency. Majoros described Vice Media Group’s role in the campaign as a “creative and cultural consultant,” but stressed that Commonwealth/McCann remains Chevy’s lead agency. Media integrations include deals with Pandora’s “Conan O’Brien Needs a Friend” podcast as well as Barstool Sports, and what Kubitskey described as an “augmented reality gamified experience delivered through millions and millions of Amazon boxes.” She also teased a metaverse collaboration with Meta, without sharing details. Of course, Chevy is spreading its bets beyond micro-influencers. “Topics like setting up charging stations and range aren't always straightforward leveraging influencers is a solid communications strategy because they can speak to their audiences in a digestible and relatable way compared to the more general messaging in advertisements.” “Electrification is a complex topic so deploying influencers to explain this to potential consumers in a way they will understand makes a lot of sense,” she added. “EVs are giving auto companies a chance to revamp how they're perceived by consumers as their offerings will evolve dramatically,” said Jessica Caldwell, executive director of insights at Edmunds, said in an email interview. In the U.S., among those likely to buy an EV as their next vehicle, 37% cited “friends and family” as their main influence, according to a recent survey from consultancy AlixPartners. That’s because potential buyers look for trusted voices to guide what is often their first purchase of a non-gas-powered vehicle. Word-of-mouth marketing-including the kind spread digitally-is especially critical when it comes to EVs. But letting go of the reins, at least a little, has become a necessity for brands as they seek to gain notice from everyday Americans who are more apt to be glued to social media, not TV. Such an approach at one time would have seemed implausible for a massive brand such as Chevy, which is used to controlling its narrative. Frankly, it’s an exercise for us to step back and let them take control of the narrative.” The goal, Kubitskey said, is to start “a movement,” and get “people to talk to their fans in their voice about Chevy’s products. Letting influencers take controlĬhevy will be careful not to dictate or script the influencer messages. They will be asked to plug the family-oriented Equinox. Jenkins, who has previously worked with Chevy, will be called on to spread the word about the Blazer EV on social media he has 3.1 million Instagram followers.Īlso included in the campaign are the owners of a Latin dance studio in Milwaukee called Gustavo Kyrstal Dance, which counts 1.4 million followers on TikTok. They include Terrence Jenkins, a model and entertainer known as Terrence J, who is a popular advocate for historically black colleges and universities (HBCUs). an authentic voice in their own communities, so they might have a few thousand followers.”įour of the influencers appear in the TV ad. “We’re going after some influencers with millions of followers and then we are going after a lot of micro-influencers who have more of. “We didn’t go after LeBron James and Tom Brady,” she said. That social reach will heavily rely on what Kubitskey characterized as “a really big stable of influencers”-a first for Chevy-which the brand has dubbed internally as “Chev-angelists.” In total, Chevy is targeting some 9 billion impressions with its paid media, with earned and organic social aiming to “double that,” Kubitskey said. The TV buy begins Saturday during Fox’s college football coverage and will continue Sunday with NFL programming, including NBC’s “Sunday Night Football,” the most expensive buy on TV. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |