2021 "My Chevy Truck" TikTok Campaign ft. BRELAND

2/17/2021

"Chevrolet Wins TikTok With "My Truck" Music Video"
- Autoevolution

Most truck advertising looks the same (insert farm and flannel-wearing man throwing lumber into the bed of his truck). As a way to break through to a younger audience and showcase the life that’s possible when you drive a Silverado, we collaborated with viral TikTok artist, BRELAND, to create a series of music videos using a reimagined version of his platinum hit “My Truck.” Working with BRELAND, we made sure each music video highlighted a different Silverado model and how they each could enhance your life. The campaign blew past the platform’s benchmarks and also caught the attention of the hottest entertainment media, making it one of the most buzzworthy Chevy campaigns in recent history.

Highlights

112 million video views (69 million first-day impressions)
36% higher average watch time than TikTok’s benchmark
35,000 user-generated TikTok videos
15% engagement rate
178,000 followers gained on TikTok
4x above the Kantar norm for ad recall
2x above the Kantar norm for brand favorability

Awards

06/2022: The D Show (Adcraft Detroit) – Winner/Black: Best of Digital
06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Branded Entertainment
06/2022: The D Show (Adcraft Detroit) – Finalist/Silver: Best of Creative Use of Media
05/2022: Shorty Awards – Finalist: Industry / Auto
02/2022: N.A. SABRE Awards (PRovoke Media) – Finalist: Industry Sector / Automotive