For our target, forward progress is a critical component to a fulfilled life. He constantly looks for new ways to push himself. These self-imposed challenges not only help his advancement, but also fuel his need for adrenaline. His pioneering nature paired well with Colorado being one of the most powerful pick-ups available.

To succeed, we needed to ensure he was empowered with factual and emotional credentials to challenge critics. To convince him, we needed to address his top reasons for purchasing a pick-up. There were two that we felt confident we had a right to win: ‘fun to drive’ (75%, i120) and ‘stirs my emotions’ (59%, i117) (ch.5). If we showed him how far he could push our truck, given its capabilities and power, we could drive a sense of familiarity and empower him to make the unconventional choice.

Our goal: Boost his confidence to challenge dissenters.

We began with a Facebook Live teaser of our Car Lover hosts asking their audience, and ours, what dares they wanted Colorado to take on. We encouraged the audience to involve their friends, and they did! From this we better understood consumer skepticism.

Next, we challenged the hosts to showcase our vehicle taking on recommended dares. The challenges aired during their weekly TV show and amplified on Car Lover and Chevrolet’s YouTube and Facebook channels. After each challenge, the hosts dared one of their close friend to prove out the next dare, and so on, broadening our influencer audience.

To proactively engage his circle, we used Facebook lookalikes of our most engaged viewers to extend the reach of the action-packed videos. We used broad reach channels like TV, newspaper, and OOH, to address his family.

All efforts were complemented with dynamic programmatic ads based on which target audience they addressed.

1. We beat our sales target by 100%

Our boost in sales showed we not only proved our truck was top notch, but we also helped equip him to challenge his circle of skeptics. During the full campaign, our sales grew 30% vs LY. Our multi-series approach paid off with a staggering 51% growth vs. LY during the last month of the campaign (ch.8).

2. We broke through the clutter

We weren’t the only ones to notice how enthralled our consumer was with the content. The campaign also captured earned media, with features on MThai.com and CarVariety.com. We earned approximately 1.23M additional impressions. Consumers remembered our ad too. Our Facebook brand lift study, revealed a 42% increase in ad recall vs. control (ch.10).

3. We grew consideration with +34% test drives

Click through rates on digital ads increased 4% and led to a 34% increase in test drives.