Condé Nast declared 2016: The Year of the Unexpected, challenging VOGUE, Vanity Fair, GQ, Self and Glamour editors, for the first time ever, to create thematically aligned content across digital (66 stories), print (55 pieces, including regular monthly columns, and a special pop-up magazine), and video (three episodes)—in partnership with Chevy. Each publication interpreted the “unexpected” theme in a unique way that was relevant to its readers. Overall, we wanted to show readers that iconic figures, and even ecstatic music super fans who got surprise “sound tests” from their favorite artists, could all experience unexpected moments that might lead to something great.

We showed readers that “unexpected” was 2016’s new buzzword. And we made it more than just a moment. We made it a movement, delivering editorial you wouldn’t see coming via various formats: print columns and stories (including, in the pages of Vanity Fair, how a single photo changed the lives of model/actress Brooke Shields, model Cindy Crawford, and ballet dancer Misty Copeland); What’s Next, a special collector’s issue, released on Leap Day (100 pages of curated and custom editorial); original digital pieces; as well as the online videos starring well-known musical talent who surprised their super-fans by conducting a “Sound Test” on the Malibu’s high-tech audio system. Our Year of the Unexpected created a conversation... that inspired a cultural response.

The campaign positively changed 70% of people’s idea of the Chevrolet Malibu. It made 33% of those who viewed the videos and read the print/digital pieces consider buying a Chevrolet Malibu, convincing 36% that Chevrolet Malibu “has more than I expected.” Videos delivered 14.3MM+ views (14% over delivery). The campaign garnered 485K+ social engagements, with an average of 7.5K social actions per article, 9x higher than the benchmark. Audience response was positive for print, digital, and video: “Great read. Watch the video. So inspiring!”; “Awesome and inspiring!”; “Wow, what an interesting read!”; “What a fantastic story.” Witnessing the super fans meet their idols struck a particular chord: “I want to be her!”; “OMG. Dying. For. Her. She’s so lucky!”