2.4M impressions. One launch. How we positioned the Hummer EV as a cultural moment.
Positioned the Hummer EV 2024 lineup as more than a truck — a statement. Multi-channel launch campaign across paid and social.
The Challenge
The Hummer EV needed to reach both legacy Hummer enthusiasts and a new generation of EV buyers — two audiences with very different motivations. The campaign had to bridge that gap without alienating either group.
Our Approach
- 01
Developed two audience personas: legacy truck buyers and EV-forward early adopters.
- 02
Created separate creative tracks for each audience with shared brand elements.
- 03
Used video-first social content to showcase the vehicle's performance credentials.
- 04
Ran targeted paid campaigns on Meta and YouTube with audience segmentation.
The Results
The campaign generated 2.4M impressions across channels, with a 4.2% engagement rate on social content — 3× the automotive industry average. Test drive requests exceeded the dealer's capacity within the first two weeks.
Frequently Asked Questions
How do you reach two very different buyer audiences with one campaign?
By creating a shared brand narrative with audience-specific creative executions. The Hummer EV's power and capability resonated with legacy buyers; the technology and sustainability story resonated with EV buyers. We ran both tracks simultaneously and let the data optimize spend toward the higher-converting audience.
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