Understanding the increasing importance of the Hispanic population in the U.S. as a key driver of economic growth overall and as the fastest-growing multicultural segment of the auto market, Chevrolet came to TelevisaUnivision looking for ways to deepen their relationship with this population.

As a strategic brand partnership, TelevisaUnivision and Chevrolet approached this program to create branded content that would not only be beautiful but also drive meaningful and measurable results for Chevrolet among the U.S. Hispanic population, leveraging multiple social listening and research tools to measure the impact of the content for all parties.

The creative idea was “Lo Que Nos Mueve,” (What Moves Us), a series of short documentaries portraying shared values of U.S. Hispanics and Chevrolet through heartfelt stories of grounded social mobility, genuine care, and relentless optimism.

Storylines included:

Luis Carlos Lopez, a life-long learner, soccer coach and devoted dad.

123Andres – “Rockstars for little learners” bringing bilingual music education to children and families.

Servicios de la Raza – A non-profit whose annual backpack drive ensures students have resources they need to succeed. (Video URL added in "additional materials")

Giselle Carrillo – Inspired to start a surf camp and program for children of all socioeconomic backgrounds to visualize goals.

It is important to Chevrolet to communicate values of inclusivity, social progress, and bring people together, so in each episode, a Chevrolet vehicle was key to protagonists’ work and giving back to community in an authentic and organic way.

Our strategy was to establish an authentic connection and strengthen brand engagement between Chevrolet and U.S. Hispanics by bringing to life uplifting stories of shared values, revealing how Chevrolet fuels the can-do attitude and selflessness of U.S. Hispanics in a celebration of pride and optimistic Hispanic American spirit.

In order to connect in an authentic way, the approach required a holistic consideration of cultural issues and topics that are most important to U.S. Hispanics, as well as nuances around culture and cues, language, representation, and moments for authentic connection.

By showcasing a diverse array of individuals and stories that highlight community contribution, in addition to individual accomplishments, we were able to inspire and engage with a larger group of individuals who could identify with the hero characters in each story.

We accomplished the goal of strengthening the connection between Chevrolet and U.S. Hispanics by delivering significant increases in key metrics that we set out to impact - like brand love, community connection, and consideration, and demonstrated strong increases vs. top competitors in the auto space.

+ 88% increase in brand love – i.e. is a brand for me, proud to own

+ 46% increase in brand impact

Key attributes increased & surpassed competition – increasing Chevrolet’s rank in key vehicle attributes (styling, interior) and emotional statements (authentic, brand for me) to #1 after consumers viewed the content.

The campaign delivered 14.5M social views and 33M social impressions (62M+ total impressions across social, linear, and digital) over the course of the campaign, with positive campaign sentiment above benchmarks driven by the feel-good stories and involvement of a beloved TU talent with Francisca