The GM was launching a new and updated Chevrolet Trax in the UAE, Qatar, Kuwait and Lebanon in 2017. In order to increase market share, the car was positioned so as to appeal to women drivers. However, in a cluttered market, it had very little visibility and needed to stand out so as to effectively show case its new features and drive up sales.
Drive up awareness and lead generation, convert it to test-drives and respectively, increase sales. Position the car as prime for the adventure-seekers and challenge-takers throughout the region. Showcase the new Chevy Trax features in authentic and subtle manner via influencer marketing.
In 2017, global buzz was centered on the landmark move by Saudi Arabia, which finally granted women the right to drive. This spilled over into a larger women-centered movement, which most if not all brands were capitalizing on.
Our strategy & work
We leveraged key influencers but not through easy and largely ineffective sales plugs. Click To Tweet
We recognized that the role of an influencer is not that of a sales person. As the nomenclature implies, it is to influence the target audience.
We selected four key women influencers, one from each of our key markets – Mina Al Sheikhly, Zori Ashkanani, Nathalie Fanj and Ohood Al Yami.
We then created an engaging native content format. Each influencer was given the Chevrolet Trax car for a 6-month period.
Each influencer was sent on an adventure in another influencer’s country. The country’s host prepared an itinerary for the visiting influencer to explore, discovering the country’s gems in their Chevrolet Trax with focus on local food, a challenge to be performed and finally meet up with a local to give back to the community. The influencer native to the country planned their journey and they took their following with them, as they explored the country via the Chevrolet Trax. The car was never mentioned by name, instead in became a literal vehicle for the experiences they had and shared.
These co-created experiences between influencers meant that each of their followers and followings spilled-over to each other — and at the same time onto the content we created. We purposely selected the four influencers so at to ensure that each had an approximate 10% audience overlap — meaning their core base would be interested in the other influencers’ content but that each would be exposed to a new audience that increased awareness.
At the same time, each influencer was carefully selected based on their follower spillover with KSA — our market with the highest purchasing power, as well as the country driving interest in women driving.
We created a video format, with each influencer posting four videos. To ensure continuity to the next videos, we re-targeted and re-marketed original viewers with the videos that followed via the official Chevrolet account — using our native content to feed sponsored brand posts in an organic fashion, together with a call to action to book a test-drive. Follower who contacted influencers for more information on the car received a promo code to use at purchase.
For additional authenticity, each influencers kept their Chevrolet Trax for 3 months following the campaign and posted about it in an organic fashion.
The 21 Instagram videos produced – four per influencer – had an average 50% view rate. They received a total of 4.7 million views, 58 million impressions and 4.3 million in total engagement.
Through our engaging content format, we were able to showcase all of the Chevrolet’s USPs without direct advertising – generating interest through an exciting journey. The campaign effectively accrued lead generation and conversion, with 400 cars sold in just 6 months. Each influencer’s own following grew remarkably via the audience spillover, ensuring optimal brand and corporate relationships with the brand and with us as an enterprise.
The campaign and content format effectively positions the car as prime for the adventure-seekers and challenge-takers, riding with the socio-cultural women empowerment wave on-ground through out the region.