The campaign received an award for its purpose-driven message and authentic delivery.
Chevrolet’s “Discover The Unexpected” fellowship recruited HBCU students through an innovative, award-winning marketing campaign for the Black community.
By investing in Black media through the newspapers and independent marketing agency Carol H. Williams Advertising, Chevrolet developed a new brand perception that encouraged inclusivity at the core of its values. They incorporated social as well as grassroots outreach and brought on media personality Terrence J as an ambassador for the fellowship.
Its marketing tactics also furthered its reach within the Black community from an environmental standpoint. It increased the consideration of Chevrolet’s electric vehicles to the diverse customer base.
Ad Age also confirmed a 12% lift in “purchase consideration” among NNPA readers through their ad placements. Its exposure also led to 63% of viewers seeking more information about the legacy car brand. Additionally, over 75% of NNPA readers could recall the assets associated with the fellowship.
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Source: Black Enterprise
