GMC saw great success with the initial “Leyendas” campaign we developed and led in 2021 so they decided to pursue a second iteration to continue the imaginative storytelling to feature new Latinx voices. The main objective was to broaden our scope of Leyendas by curating stories from distinct Latinx cultures that represent our rich panoply of voices and Position the GMC Sierra as the #1 truck for all Latinos. We achieved this by showcasing the vehicle through masterful shots while aligning its values to those of our featured stories to boost brand relevance. The content spotlighted the lives of prominent and inspiring Latinx voices who shared their stories of “hustle” with the vehicle featured as part of the fabric of their lives. The talent took us through what a day in their life looks like through a spoken-word voiceover.
Throughout each episode, we weaved in powerful shots of the GMC Sierra with voiceovers from our spoken word talent sharing their journey showcased through shared values of being bold, capable and the pursuit of excellence.
Our production team created a powerful visual and narrative parallel between the car's features with our Latinx influencers. The first profile featured NASA Aerospace Integration Engineer, Joan Mariel, who gave a glimpse of a day as an Aerospace Engineer that will culminate in a star-gazing night. Arriving in her GMC Sierra Denali Ultimate and unloading and prepping her equipment, Joan reconnected to those early memories of looking at the sky and dreaming of touching those bright lights. Growing up with very few role models to relate with, Joan pushed her way into a trailblazing journey that has helped her make her dreams come true, and now looks to inspire other young girls and minorities to shoot for the stars. The second video follows Oscar Ochoa who runs El Machete, a booth that sells the most exquisite hand-crafted chili sauces and spicy-hot condiments that you will find around at a local Farmers Market. Oscar drives a GMC Sierra AT4 to a farm where he looks for chiles, jalapeños, and other ingredients used for his sauces and takes us through his journey as a culinary legend and trailblazer in his community.
The campaign highlighted Joan and Oscar’s stories, demonstrating how they best exemplified GMC’s values of dependability, hard work and tenacity.
The campaign delivered a target audience reach of 11.2MM with 8.8K click-throughs on social media. The total social impressions del exceeded the original campaign goal by (1.1x higher). The social impressions delivered exceeded the original campaign goal by nearly 700K. Overall, the campaign authentic engagement rate (ER) was 3.0x higher than the industry benchmark at 11.9%. The campaign also delivered a strong overall CTR of 0.31%, which is 1.5x above industry benchmarks. The viewability for the paid and added value high impact adhesions came in around 83% and ad fraud came in under 1%.
Both Joan and Oscar were successful in meeting and engaging with their audience while simultaneously reaching GMC’s target audience. They had similar results across impressions, reach, and video views. Joan’s audience was incredibly receptive and engaged with the content and she brought out 84% of the total engagements. Oscar had the highest engagement rate of the two talent, at 20%.
GMC partnered with our in-house Intelligence Center to provide the brand with key insights and data following the campaign to identify what resonated most with viewers and measure brand sentiment. The data revealed the campaign exposure overall sustained key brand health metrics while seeing above-average positive lift in top and bottom-funnel metrics. It also yielded positive directional results for brand perceptions related to product quality, style, and capabilities.