The General is a 60-year-old car insurance brand that wanted to connect with a new generation of drivers and move beyond its campy, late-night TV commercial past. But in a highly competitive category filled with deep-pocketed competitors pouring millions of dollars into flashy TV campaigns, celebrity spokespeople, and high-profile sponsorships, The General needed a different approach.

For Gen Z, cars have become the new recording studio, with a growing number of today's artists trying to get their big break from recording music in their cars and sharing it on TikTok. However, entering the music industry is an impossible dream for most. The General saw an opportunity to go beyond car insurance and create a platform where TikTok artists finally have the tools needed to start a music career.

The strategy began with a clear understanding of the target audience—Gen-Z TikTok users who were passionate about music and often used their cars as recording studios. This deep understanding allowed The General to tailor its messaging and approach specifically to resonate with this demographic. The collaboration with Epic Records was a pivotal part of the PR strategy. Partnering with a reputable record label lent credibility and authenticity to The General's initiative, helping to attract attention and support from both the music industry and the target audience. The PR strategy focused on compelling storytelling to engage and captivate the audience. By highlighting the journey of emerging TikTok artists who used The General Sound Studio to launch their music careers, the campaign generated interest and emotional connection. Leveraging influencers (musicians, tv celebrities and Shaq) and media channels played a crucial role in amplifying the campaign's reach and impact.

In partnership with Epic Records, The General developed a professional-grade recording studio and put it inside a car. We invited TikTok artists across the US to take part in the project. Each recording session was helmed by platinum record producer Hilton Wright, who transformed the car-based demos into world-class singles. The artists were given access to photographers and a design team to build their individual brand identities, while Epic's A&R team provided mentorship and facilitated access to top industry executives. Utilizing The General's media budget and Epic's social channels, these emerging artists gained significant visibility, launching their music careers. Artists like Reyna Roberts, a Sound Studio participant who was later featured on two tracks of Beyoncé’s recent album "Cowboy Carter."

After the Sound Studio, The General blew up in a good way: over 700% increase in TikTok reach, over 900 million impressions, and a 32.5% rise in positive sentiment among Gen-Z. Quote inquiries nearly tripled, and doubled sales on social media. It was the most successful campaign in the General’s 60-year-history. The impact was equally impressive for the artists involved. Following their debut, Sound Studio artists hit stages across the US. The campaign generated 360 million views for emerging artists and millions of streams. Incredible achievements included singer appearing on national television, a duo opening for Tyler, the Creator, another artist sharing the stage with Grammy-nominated Tobe Ngwie at the Clean Culture Festival in Atlanta, and another artist performing at Lollapalooza. The highlight was Reyna Roberts being featured in two songs on Beyoncé's groundbreaking new album, "Cowboy Carter." The General's initiative brought these artists from their cars into the spotlight.