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.
More than 100 million impressions, 24 million views and a 21% increase in positive public sentiment towards the brand. The results point to the campaign Restartcreated by Commonwealth//McCann with digital media signed by Isobar for the Chevrolet Tracker brand, as one of Twitter’s best practices in the platform’s financial report presented in the last quarter of 2021.
“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 relevant conversations for our society, such as female empowerment”, emphasizes Hermann Mahnke, executive director marketing GM South America.
The only Brazilian action mentioned in the global material, the #RestartIdeaswhich encourages female empowerment, was reinforced by a tweet with the tag #ADonaSouEuwhich highlighted structural machismo disguised as a meme.
Patricia Colombo, content director at WMcCann, emphasizes the mobilizing character of the strategy, “since it was born from social listening, where we seek truths that women present about cars and traffic behavior”, she comments. According to the executive, the campaign achieved 90% of positivity on social media, and Twitter played a key role in the development of the action as it is a “natural enhancer of reflections and conversations”, she adds.
“We chose Twitter as the main media platform for #ADonaSouEunot only for its engagement with our audience, but mainly for its great potential to generate conversation”, highlights Fernanda Marin, Isobar’s business director for Chevrolet.
Isobar relied on Twitter’s Art House team to create and produce content with language appropriate to the platform, in addition to native influencers and actresses, who spontaneously fostered the subject in the brand’s target.
