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2021 "My Chevy Truck" TikTok Campaign ft. BRELAND

2/17/2021

 
Picture
"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

Case Study Video

Campaign Overview
File Size: 840 kb
File Type: pdf
Download File


TikTok Launch Video

@chevrolet Time to pickup and get down with #Silverado and @breland. #MyTruck ♬ My Chevy Truck - BRELAND

Trim-Specific Videos

Silverado Trail Boss (off-road)
Silverado Midnight Edition (nightlife)
Silverado Custom (performance)

Q&A w/ BRELAND for Media Release

See campaign press release.

Behind-the-Scenes Photography


Credits:
  • Creative Leadership: Iain Lanivich
  • Group Creative Director: Tony Kause
  • Sr. Art Director: Ashley Ruen
  • Sr. Copywriter: Kelsey Webster
  • Sr. Producers: Tom Shea & Nate Kostegian
  • Workhorse: Nikki Mikolon
  • Production: Revolution Pictures
  • Executive Producer: Randy Brewer
  • Director: Sean Davé
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    About

    Iain Lanivich is an award–winning, executive-level creative director and brand storyteller with over 22 years of experience.

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Iain Lanivich  |  Executive Creative Director  |  iain.lanivich@gmail.com  | View Resume