Learn How to Increase Brand Awareness | Chevrolet Case Study | Digital Marketing Community

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Learn How to Increase Brand Awareness | Chevrolet Case Study

Taking advantage of achieving impressive feats in your business, like striking a new partnership with another brand, or sponsoring a TV show/Event, is a must if you want to make the most out of your investment. It’s a great opportunity – if used properly – to drive Brand Awareness, increase user interactions, drive Lead Generation, push brand sales, create brand loyalty, increase app installs, and raise conversions.

But these objectives must be based on a planned strategy to achieve. In order not to lose sight of the role of social networking platforms, you must also market this Sponsorship through your own accounts on various social media platforms, such as Facebook, Twitter, Instagram, YouTube, LinkedIn, Snapchat, and Pinterest.

Hence, in this article, we will showcase one of the most successful case studies, as an example of how to drive Brand Awareness, increase Brand mentions, and engage users in one Digital Campaign.

This case study belongs to “Chevrolet”; Chevrolet (), a partner of CTV’s “The Amazing Race Canada” (), wanted to drive awareness of its sponsorship of the hit show. Chevrolet’s goal was to strengthen its association with “The Amazing Race Canada,” and it knew that an exciting, engaging campaign would be crucial to capturing the audience’s attention. Chevrolet accomplished this by bringing CTV viewers along for the ride, giving them the chance to compete in their own race on Twitter.

Continue reading this article to discover Chevrolet’s marketing team solutions to make it happen, in addition to identifying their campaigns’ final results.

Key Results:

  • 12K+subscribers
  • 52K+engagements
  • 8K+ new followers

 

PROBLEM

Chevrolet (‎@ChevroletCanada), a partner of CTV’s “The wonderful Race Canada” (‎@AmazingRaceCDA), wished to drive awareness of its support of the hit show. Chevrolet’s goal was to strengthen its association with “The wonderful Race Canada,” and it knew that an exciting, participating campaign would be crucial to capturing the audience’s attention. Chevrolet accomplished this by conveyance CTV viewers on for the ride, giving them the prospect to contend in their own race on Twitter.

Chevrolet Twitter Campaign

Chevrolet Twitter Campaign

SOLUTION

Chevrolet took a great suite of creative solutions, including:

Chevrolet Twitter Campaign

Chevrolet Twitter Campaign

  • ‎#TheChevroletRace invited Canadians to participate in a weekly contest that ran at the same time with the show.
  • With the prospect to win the all-new Chevrolet Traverse, Chevrolet connected with its audience using Promoted Tweets to announce ‎#TheChevroletRace and remind fans to tune in.
  • Every Tuesday night when “The Amazing Race Canada” aired, Chevrolet used TV spots on Bell Media to drive viewers to Twitter to enter.
  • Once on Twitter and reaching the audience of ‎The Amazing Race, hevrolet engaged users with weekly quiz questions in the form of a Conversational Card. each right answer brought fans one step closer to being named the ‎#TheChevroletRace winner.
  • Chevrolet doubled down with Sponsored Moments recapping each episode to engage fans and drive Brand mentions.
  • Chevrolet also depended on Twitter’s Conversational Ads that help it engage users with interesting content.
  • Promoted Tweets connected Chevrolet with a wide audience and got them to subscribe.

Chevrolet Twitter Campaign

Chevrolet Twitter Campaign

RESULT

Chevrolet's impeccable implementation of their strategy, got them results that were quite satisfying:

  • Chevrolet’s collaboration with Twitter resulted in high rates of engagement and over 8,000 new followers.
  • Engagement with the campaign considerably improved Chevrolet's association with The wonderful Race Canada (+113%), drove an increase to perception of brand relevance (+45%) and raised overall brand favourability (+41%).
  • 12K+subscribers.
  • 52K+engagements.

With this campaign, Chevrolet proved that Promoted Tweets and Conversational Ads are effective tools in driving awareness and engaging with its audience.

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