Australian automotive brand, GM Holden, in partnership with Carat Australia and AJF Partnership, has launched a media-first on Instagram, becoming the first automotive brand to introduce cinemagraphs – posts that mix still images with video – to the platform.
To launch the new model Cascada, a stylish convertible, Holden launched their ‘Let Life In’ campaign, targeted at style conscious and progressive women 25 to 44 years – a marked change in direction for the brand.
Holden collaborated with existing brand ambassador Alex Davis, as well as creative director and blogger Amanda Shadforth of @oraclefoxblog, to produce a series of editorial style cinemagraphs to highlight the fashionable elements of the Holden Cascada.
With elegant styling and subtle movement, the cinemagraphs blended naturally into the feeds of Holden’s target audience, and were highly effective in engaging an audience typically ambivalent to the Holden brand.
The campaign exceeded all Nielsen online ad benchmarks, driving significant lifts in all key brand metrics. It has proven to be one of the most successful automotive brand campaigns run on Instagram globally.
- 30 point lift in ad recall
- 9 point lift in brand awareness
- 8 point lift in favourability
GM Holden senior advertising and communications manager, Bianca Mundy said: “This campaign represented a major shift in Holden’s strategic direction, so it’s exciting to see such strong results. It proves that when captivating creative and the right influencers are used, Instagram has the ability to drive strong brand outcomes.”
Carat group business director, Jarrad Provis said: “By leveraging talent and content not normally associated with Holden, on a platform synonymous with style such as Instagram, we are evolving what it means to be a Holden driver.”
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]
In partnership with storytelling agency Enthral, AFL legend Kevin Sheedy has voiced a ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state, experiencing four lockdowns. Sheedy partnered with Enthral to share a love […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]