GM Holden’s Instagram Media-First Drives 30 Point Lift In Ad Recall

  • Cascada 1
  • Cascada
1 / 2

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.

Highlights included:

  • 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.”

 




Please login with linkedin to comment

Gameshow glamcorner

Latest News

The Mars Agency Announces Latest Findings Of Retail Media Report Card
  • Advertising

The Mars Agency Announces Latest Findings Of Retail Media Report Card

The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
  • TV Ratings

TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick

A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]