To elevate the opinion of Malibu, we had to position Malibu as unexpected - with quality and features that could be loved in a segment that only inspires likes. To change perception, Chevrolet build a car consumers could LOVE in a segment that only inspires Likes.

To achieve immediate impact, Chevrolet needed to launch this mass-scale campaign at the precise moment as Facebook “Reactions” rolled out to consumers. Chevrolet Malibu created a :60 spot celebrating the opportunity to LOVE what was previously only LIKED. Malibu unveiled the first advertising campaign to incorporate the new feature within Facebook through a high reaching campaign targeted to 70% of Facebook’s US audience. To further maximize reach and relevancy, the Malibu “Reactions” video was contextually promoted through Teads, reaching consumers reading articles related to the new Facebook Reactions.

With mass reach as a goal the Malibu "Reactions" spot reached nearly 34MM unique Facebook users within the first 24 hours of the campaign. First day reach garnered is 2x higher than "Purple Your Profile", Chevrolet's second highest reaching day. "Reactions" reached 70% of all Facebook users in the US within 2 weeks. More than 52,000 new Chevrolet brand "likes" were attributed directly to this campaign. Chevrolet successfully gained additional reach and credibility through positive press around the immediate inclusion of the new "Reactions", as the first advertiser to introduce the new platform within its advertising.