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

2/8/2019

 
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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
  • 04/2020: Shorty Awards – Winner: Instagram Stories
  • 12/2019: The D Show – Shortlist: Digital
  • 11/2019: The Drum Social Buzz Awards – Finalist: Most Innovative Use of Social

Case Study Video

Campaign Overview
File Size: 484 kb
File Type: pdf
Download File


"Making Everyone a Master Builder" Instagram Story


Actual LEGO Silverado Timelapse


Shorty Awards Interview


Campaign Images


Campaign Credits:
In collaboration with Commonwealth//McCann, LEGO and Warner Brothers.
  • Creative Leadership: Iain Lanivich
  • Sr. Copywriter: Tommy Simon
  • Art Director: Kirby
  • Producer: Cassie Kline
  • Production: Warner Animation Group & Animal Logic


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    About

    Iain Lanivich is an award–winning, executive-level creative director and brand storyteller with over 23 years of experience.

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Iain Lanivich  |  Executive Creative Director  |  [email protected]  | View Resume