2.4 million impressions and a launch that outran the dealer's test-drive capacity.
A dealer's multi-channel launch for the Hummer EV lineup, built to reach legacy truck buyers and EV early adopters without losing either.
- 2.4M
- Impressions
- 4.2%
- Engagement rate
- 3×
- The automotive average
- 8
- Weeks to launch
The problem
Two audiences with different motivations: people who loved the original and people who had never wanted one. The campaign had to bridge them.
What we built
Eight weeks.
Two creative tracks
Separate creative for the legacy buyer and the EV-forward buyer, with shared brand elements.
Video-first social
A twelve-post series built around the vehicle's performance.
Paid media
Segmented campaigns on Meta and YouTube, reported by audience.
What happened
2.4 million impressions across channels and a 4.2% engagement rate on social, three times the automotive average. Test-drive requests exceeded the dealer's capacity inside two weeks.