Chevrolet: Real People, Not Actors

Chevrolet, an automotive brand, in partnership with Google, a multinational technology company, created a campaign that cut into US consumers' path to purchase through their Google searches and convinced them to buy Chevrolet.

What was the irrefutable consumer insight?

People searching for autos who see Chevrolet search ads are more likely to feel positively about Chevrolet.

Describe the marketing challenge.

Coming into 2017, forecasts for new automotive sales in the United States were flat. The American automotive industry had experienced consistent growth from 2010 – 2016, but 2017 was unanimously viewed as the year that what had become dependable new vehicle sales growth enjoyed by the industry would grind to a halt.

For Chevrolet, this meant that the only way they could grow sales was to make a positive impression on all...

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Insights Team
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