Based on the promise that Chevrolet cars give you more than you’d expect and that our target is driven by altruism, we decided to encourage others to do the unexpected for someone they love. We saw it as an opportunity to break through the current consumer apathy of Chevrolet and create an association between Goodness and Chevrolet by creating a “DayItForward” movement, where the audience would be encouraged to pay it forward to others. We jointly asked the audience: How would you #DayItForward to someone special?

We broke out our execution into three stages: Request, Fulfilment, and Amplification:

-The Request Stage sparked interest around new Chevy’s #DayItForward movement

oTwo-way communication between Influencers and fans asking the question of how they would #DayItForward to someone special?”

oMedia: Facebook and Twitter - paid and owned, iHeart Ignite social network, Cumulus Radio DJs, Twitter/ Niche Influencers, Buzzfeed

-The Fulfilment Stage surprised audiences through social channels

oChevrolet enabled small surprises to those who wanted to “Day It Forward” to others – exclusive entry to games, concert tickets, etc.

oChevrolet inspired and enabled Talent and Influencers to #DayItForward in a big and surprising way to deserving people of their choice

-Amplification showcased acts of goodness enabled by Chevrolet to the mass audience and inspiring others

oTalent’s and Influencer’s unexpected altruism (enabled by Chevy) was captured on video and shared through paid, owned & earned media

•#DIF Campaign generated 872MM earned impressions* (6 times more than social paid impressions - 139MM).

•#DayItForward hashflag (custom emoji) had the most mentions of any Auto Hashflag to date (58K)

•#DayItForward topped out at the #4 most popular Trend in the US on Leap Day!**

•168M total video views (from OLA and social) exceeded Oscars’ viewership the day before and surpassed 2016 Super Bowl 50 TV audience, which is the indicator that the #DayItForward video content sparked interest***

•18.1M Promoted Trend Tweets became officially the most of an Automotive Promoted Trend on Twitter