To create awareness and drive new customer acquisition among the South Asian and Chinese communities for Chevrolet & Buick.
South Asian and Chinese are more inclined towards the Japanese and European automobile brands.
General Motors wanted to increase its brand reach by promoting the popular GM & BUICK nameplates and offers which resonated within these multicultural communities. The campaign highlighted compelling monthly offers with in-language tactical creatives across most consumed & prevalent platform, like, Digital Programmatic, Google Display, YouTube, TV broadcast, Weibo & WeChat. Additionally, festive holidays were celebrated with appealing creatives and enticing offers were developed for dealerships (T3) to utilize for their communication effectively.
This multicultural GM campaign overperformed over the mainstream media and yielded outstanding results. It recorded over 14.6 million responses (clicks + impressions) and exceeded conversions by 9%. YouTube ads gained 1M impressions along with a 93.66% viewable rate.