The year 2021 marked a new moment for Chevrolet Tracker: the launch of the Restart campaign that invited the public to debate the roles of women, encouraging female empowerment with a #RestartIdeias. The campaign phase entitled #ADonaSouEu generated good engagement results and was among Twitter’s outstanding cases globally in the last quarter of the year.
According to Hermann Mahnke, Executive Director of Marketing GM South America:
“We are very happy with this recognition. We are very proud of that, because this campaign was created mostly by women and for women. It is part of our moment as an automotive brand to innovate in communication with the public, entering into conversations relevant to our society, such as female empowerment”.
According to the platform, since the launch of the campaign in August, the results are expressive: more than 100 million impressions, 24 million views and a 21% increase in the public’s positive sentiment towards the brand. The case was highlighted in Twitter’s Q4 2021 financial results report as one of the platform’s best practices with significant media results. #RestartIdeias was the only Brazilian campaign to be mentioned in the global material.
The campaign that highlighted structural machismo disguised as a meme, with the hook “the old rich man on the boat is me”, started with a tweet with the tag #ADonaSouEu. Soon after, the strategy took shape on the social networks of the brand and influencer Isadora Nogueira, protagonist of the initiative. Patricia Colombo, Content Director at WMcCann commented on the project:
“This is a very special and revolutionary campaign, grounded in relevant and mobilizing insights – since it was born out of social listening, where we seek truths that women present about cars and traffic behavior. All this combined with the knowledge that the SUV is the most sought after segment by the female audience. We started our campaign with 90% positivity on social, and Twitter played a key role in our strategy by being a natural enhancer of reflections and conversations”
According to Fernanda Marin, Isobar Business Director for Chevrolet:
“We chose Twitter as the main media platform for #ADONASOUEU, not only because of its engagement with our audience, but mainly because of its great potential to generate conversation. Isobar was able to count on Twitter’s Art House team to create and produce this relevant content, “masters” who had complete mastery of the platform language and served as a backdrop to give the brand a voice on the network. In addition to this strategy, we were able to count on a team of influencers native to the platform, who promoted the subject among the target and also spontaneously added other actresses and influencers to our conversation”.
The creation is by Commonwealth//McCann, a division of WMcCann for exclusive service to Chevrolet, and the digital media strategy signed by Isobar, the dentsu Company. Check out the video below:
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