With a goal of providing EVs for “everyone, everywhere,” the General Motors brand is investing heavily.
In order to attract customers to its expanding line of electric vehicles, Chevrolet is turning to Fleetwood Mac, Conan O’Brien, a slew of influencers, and a significant TV purchase during NFL games. One executive referred to the next campaign as Chevy’s biggest-ever as it features the band’s timeless song “Everywhere” as the soundtrack.
The commercial, created in collaboration with Chevy agency Commonwealth/McCann and Vice Media Group, highlights new electric vehicles that will be available in showrooms in 2023, including the Equinox EV, Silverado EV, and Blazer EV as well as the Bolt EV, which made its debut in 2016 as Chevy’s first exclusively electric car.
The advertisement touts Chevy EVs as being “for everyone, everywhere” and features singing, happy people using the cars.
The initiative is part of Chevy’s and General Motors’ larger strategy to position itself as a mass-market supplier of EVs for individuals of all ages, genders, races, and socioeconomic backgrounds. Super Bowl commercials have promoted GM’s business effort, “Everybody In,” for the previous two years. Additionally, Chevy ran a Silverado-themed Super Bowl commercial in 2022.
Due to its magnitude and complexity, the new Chevy campaign is noteworthy. The company refuses to disclose the amount it spent on media. It was nevertheless “more than Chevy has ever spent on a launch campaign,” according to Mary Kubitskey, manager of media partnerships and divisional brand development at Chevy.
Granted, the campaign is promoting a variety of EVs rather than the introduction of a single vehicle. Even yet, given that EV sales are still a minute portion of the overall car industry, the financial support for the new initiative is noteworthy.
However, the traditionally Tesla-dominated EV market is expanding as established automakers like GM, Ford, Volkswagen, and others invest billions of dollars in EVs, with their models already entering stores. According to Edmunds, EV sales increased from 2.6% for the entire year of 2021 to 4.5% for the first eight months of 2022. Ford (8.4%), Hyundai (6%), and Kia (5.1%) are in second and third place, respectively, behind Tesla with a market share of 60%.
With the new marketing and EV lineup, Chevy, which for the time period only captured a 3.9% EV share, has big goals. The marketing targets customers who are interested in EVs. Chevrolet Marketing VP Steve Majoros declared, “This is the business that is genuinely going to provide the goods.” In fact, the industry is at a turning point right now. And what a turning point for Chevrolet that we are introducing items that truly satisfy consumer needs from a reliable brand.
The TV buy will start on Saturday during Fox’s college football coverage and continue on Sunday with NFL programs, including NBC’s “Sunday Night Football,” the most costly TV deal.
According to Kubitskey, Chevy is hoping to “double that” using earned and organic social media, which together will reach an estimated 9 billion impressions.
It’s a first for Chevy, and Kubitskey described it as “a pretty enormous stable of influencers,” whom the company has termed internally “Chev-angelists.” These individuals will be crucial to Chevy’s ability to reach its target audience on social media.
She added that LeBron James and Tom Brady weren’t the targets of our pursuit. We’re pursuing certain influencers who have millions of followers, as well as many micro-influencers who have thousands or fewer followers but have a more genuine voice in their communities.
The television commercial features four influencers. A well-known supporter of historically black schools and institutions is Terrence Jenkins, a model, and performer better known by his stage name Terrence J. (HBCUs). Jenkins, a former employee of Chevrolet who has 3.1 million Instagram followers, will be asked to use his platform to promote the Blazer EV.
Gustavo Kyrstal Dance’s Milwaukee-based owners, who have 1.4 million TikTok followers, are also a part of the promotion. The family-friendly Equinox will need to be promoted, according to them.
Granting authority to influencers
Chevy will use caution while directing or scripting the influencers’ messages.
According to Kubitskey, the intention is to “create a movement” and encourage participants to “speak to their fans in their voice about Chevy’s products. It’s really a learning experience for us to take a back seat and allow them to steer the story.
Such a strategy formerly would have appeared implausible for a powerful brand like Chevy, which is accustomed to dominating its story. But businesses now have to relinquish some control, if only a little, in order to be seen by average Americans who are more likely to be addicted to social media than TV.
This is due to the fact that prospective customers want reliable opinions to help them make what is frequently their first purchase of a non-gasoline-powered car. According to a recent poll by consultancy AlixPartners, 37% of Americans who said they were most likely to purchase an electric car as their next vehicle listed “friends and family” as their primary influence.
According to Jessica Caldwell, managing director of analytics at Edmunds, “EVs are providing car firms a chance to overhaul how consumers see them since their offers will shift substantially.”
The utilization of influencers is a good communications approach since they can talk to their audiences in a digestible and accessible way as opposed to the more broad messaging in commercials on topics like setting up charging stations and ranges.
Naturally, Chevy is putting more than just little stakes on the game. The “Conan O’Brien Needs a Friend” show on Pandora and Barstool Sports, as well as what Kubitskey called an “augmented reality gamified experience delivered through millions and millions of Amazon boxes,” are just a few examples of the media synergies. Without providing any further information, she also hinted at a metaverse partnership with Meta.