2019: Chevrolet “Master-Building the All-New Silverado” Social Campaign

2/8/2019

With the All-New Chevy Silverado launch underway, our traditional truck buyers were engaged, but since this is a truck for everyone, we needed to speak to a larger demographic. Partnering with LEGO and Warner Brothers, we reached a new audience in a way that could only work on social media; making sure that every piece of content was not only specifically tailored for the intended audience, but for the intended platform. First, we made light of the common myth that no one has their sound on while using social media. Then, we created content around the fear of livestreaming, with separate endings for Twitter, Facebook and Instagram. Finally, we turned viewers into Master Builders with a one-of-a-kind Instagram Story using stop motion to let them build their own LEGO Silverado. Of the nearly 12 million paid Facebook views, 66% watched with their sound on. To put that accomplishment into perspective, that is 214% above Facebook’s average. And finally, our one-of-a-kind Instagram Story saw a 60% completion rate, despite having nearly 30 individual taps. Proving that if you speak to a new audience on social media, in a language they understand, they will engage.

Awards
"Master-Building the All-New Silverado Social Campaign

11/2020: MMA Smarties X – Gold: Mobile Video
11/2020: MMA Smarties X – Gold: Mobile Social
04/2020: Shorty Awards – Winner: Automotive
04/2020: Shorty Awards – Gold: Video
12/2019: The D Show (Adcraft Detroit) – Winner: Best in Show
12/2019: The D Show (Adcraft Detroit) – Winner: Best in Digital

“Making Everyone a Master Builder” Instagram Story