For Latinos, leyendas have always been a source of hope and inspiration. In the third iteration of Leyendas by GMC, we’ll continue to plant that original seed of magic in the heart of the communities. Through hard work, sacrifice, and determination, the dreams of the ancestors will become inevitable.
Our goal was to deepen the audience’s understanding of Leyendas by GMC Sierra by creating content that connects its message, community values and passion points to enhance comprehension and resonance with Hispanic consumers.
The campaign utilized relevant talent, Tomas Delgado and Alfredo Sanchez, to create custom content to amplify across social and editorial channels. Additionally there was a mix of digital media units (widgets, promoted video, display, high impact units and CTV video amplification) to drive increased awareness and engagement among the target audience.
These talent were chosen specifically to speak directly and authentically to their audience and tell the story of GMC Leyendas in a way that the Latino community could relate and find synergy between their own story and GMC.
The campaign showed strong performance finishing with a 4.06% engagement rate across the content portion on Instagram and Facebook, exceeding the 4.0% goal. Additionally, there were 3.7M social video views with an additional 2M across the digital channels as the users were very engaged and viewing the My Code produced content. El Diario and La Opinion, the two publications that hosted the four articles, both exceeded the 40K page views goal, finishing at 52.6K and 53.9K respectively as the core audience were engaged and reading the content.
The digital elements continued to tell the story of the Leyendas and helped to drive this strong performance led by the article widgets which saw a CTR of .66%, exceeding the clicks goal of .1% by 560%. These widgets not only helped continue to tell the stories of the Leyendas but ensured additional page views and video views within the articles. The digital video, which was amplified content from social, also showed strong performance, with the premium video finishing with a 81% VCR (ahead of the 73% goal) and the CTV placements finishing at 98% (ahead of the 95% VCR).
The strong performance of the content showed that speaking directly to the audience with voices and story that they relate to will help drive increased performance and brand awareness.
