Iain's Portfolio
  • Highlights
  • Case Studies
  • Websites & Apps
  • Honors
  • Backstory

2018: “Chevy Trick-or-Treat” Halloween Facebook Campaign

10/31/2018

 
Picture
Our Facebook followers were probably thinking "not another generic holiday post." And they were right. It wasn't. Introducing the first virtual trick-or-treat experience, where we converted all six Chevrolet Facebook channels (@Chevrolet, @ChevyTrucks, @Corvette, @ChevroletCamaro, @ChevroletCruze and @ChevroletElectric) into one neighborhood. We knew holiday posts typically underperform, so rather than ringing the same doorbell we decided to do something totally different that leveraged the American tradition of Halloween.

​We generated 551,000+ organic impressions across the channels with a 95% video completion rate – all without paid media. And here's the really fun part: 25 fans received real Chevy gifts that were featured in our garages. On a day that typically underperforms in social media, we think it's safe to say these results were more of a treat than a trick.

Awards:
  • 11/2019: The Drum Social Buzz Awards – Finalist: Most Innovative Use of Social
  • 04/2019: Shorty Awards – Winner: Facebook
  • 12/2019: The D Show (Adcraft Detroit) – Shortlist: Digital

Case Study Video

Campaign Overview
File Size: 5709 kb
File Type: pdf
Download File


Channel Videos

@Chevrolet / Product: Equinox
@ChevyTrucks / Product: Silverado
@Corvette / Product: Corvette
@ChevroletCamaro / Product: Camaro
@ChevroletCruze / Product: Cruze
@ChevroletElectric / Product: Volt

Credits:
Concept by Danny Olson and Iain Lanivich. 
  • Group Creative Director: Tony Kause
  • ACD/Art Director: Dan Willey
  • ACD/Art Director & Illustrator: Cleveland Thrasher
  • Sr. Producer: Tom Shea
  • Copywriters: Erin Townsend & Sara Lepley
  • Art Director: Bailey Bain
  • Strategy: Danny Olson & Benjie Klein
  • Account Team: Derek Chappo, Rebecca Jacokes, Madeline Kaczala
  • Sr. Project Manager: Cathy Wagner
  • Community Management: Leslie Keramidas & Abby Cousineau
  • Production & Post-Production: Digital Image Studios
<<Previous

    About

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

    VIEW PLAYLIST

    Categories

    All
    Alltel Wireless
    Apparel
    Audio
    Cadillac
    Carhartt
    Celebrities
    Chevrolet
    Conferences
    Content
    Detroit
    Detroit Lions
    Digital/Social
    Employee Engagement
    Experiential/Viral
    Ford Pro
    General Motors
    GMC
    Influencer
    Integrated Brand Campaigns
    Mobile
    Print/Graphics
    Public Relations
    Pure Michigan
    U.S. Navy
    Videos

    Archives

    November 2022
    March 2022
    January 2022
    October 2021
    September 2021
    June 2021
    March 2021
    February 2021
    January 2021
    October 2020
    September 2020
    August 2020
    June 2020
    December 2019
    October 2019
    July 2019
    May 2019
    March 2019
    February 2019
    January 2019
    December 2018
    October 2018
    June 2017
    December 2016
    August 2016
    September 2014
    August 2014
    August 2013
    July 2013
    March 2013
    November 2010
    June 2009
    June 2008
    February 2008
    August 2007
    June 2006
    January 2006
    June 2005

    RSS Feed

HIGHLIGHTS

CASE STUDIES

WEBSITES & APPS

HONORS

BACKSTORY

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