THE BRIEF:
How do we get EV trucks to become part of the conversation and introduce the Silverado EV to traditional country fans and a whole new audience alike.
THE IDEA:
Tapping our long-standing collaborator BRELAND, a platinum-selling country artist, we launched the TikTok-first campaign #ChevyEVSongContest, and asked him to create an original song inspired by the Chevy Silverado EV. The result? “My Kinda Truck” an ear worm of a track that will for sure live on repeat for months in your head.
THE EXECUTION, PART 1:
BRELAND announced Duet with BRELAND at the CMA Awards in November of 2022, followed by an ABC and Hulu ad officially launching the song. We kicked it off on TikTok the same day with supporting posts by BRELAND pals Dierks Bentley, Maddie & Tae and Priscilla Block throughout the following weeks.
THE RESPONSE:
The contest took TikTok by storm, accumulating nearly 1K submissions and thousands of comments, many of them expressing respect for BRELAND's song and positive vibes toward Chevy.
THE WINNERS:
In March of 2023 we announced our winner, country duo RIV x RICHIE. The Wisconsin-bred musicians outshined nearly 1K submissions and wowed judges BRELAND, Dierks Bentley, Chevrolet's promotions lead and the chief engineer of the Silverado EV.
THE EXECUTION, PART 2:
Next it was time to hit CMA Fest with our winners, RIV x RICHIE. To celebrate, we launched a separate campaign Road to the Stage where we got to know the duo and followed them from Wisconsin to Nashville, filming the lead up to performance day, their performance and meeting BRELAND.
THE FINAL RESULTS:
Within the first week — 74.6MM impressions, 2.2MM clicks and 1.6MM branded views.
When the contest concluded on Dec. 12th — 1K submissions, 92.9M Video Views, 282.3K Engagements, 4.6K Post Saves and 7.9B Hashtag Video Views on our #ChevyEVSongContest page on TikTok based on a mix of organic and paid performance.
As of Sept. 2023 — #ChevyEVSongContest had racked up 10.8B hashtag views, 93M video views and 1.1M engagements.
WITHIN THE FIRST WEEK:
74.6 MM
IMPRESSIONS
2.2 MM
clicks
1.6 MM
Branded views
WHEN THE CONTEST CONCLUDED:
92.9 M
total video views
282.3 K
engagements
4.6 K
post saves
7.9 B
hashtag views
AS OF SEPT. 2023:
10.8 B
HASHTAG VIEWS
93 M
VIDEO VIEWS
1.1 M
ENGAGEMENTS
THE PRESS:
