Paid and organic social media campaign work for General Motors (GM) suite of automotive parts brands.
Creative brief
Create and implement targeted social campaigns for GM Genuine Parts (GMGP) and ACDelco channels to boost engagement and drive conversions. The target audience for this campaign is males aged 30-55 with a pre-existing interest in the automotive sector. This consumer exhibits a do-it-yourself (DIY) attitude and enjoys hands-on activities and projects.
My role
Collaborating with a copywriter, we pitched and crafted new concepts for organic and paid social media campaigns.
Our goal: Educate consumers on automotive parts and showcase their impact on the performance of GM's most beloved vehicles.
Impact
Increased brand consistency in visual messaging across channels.
Strong client endorsement reaffirms the team's ability to reach the target consumer market and drive product sales.
Paid Social
Designed to engage potential consumers, sponsored ads serve as the initial interaction with GMGP or ACDelco. Our approach bridges knowledge gaps by visually illustrating the link between GM's automotive parts and vehicle performance.
organic Social
Crafted to maintain brand loyalty, organic posts are shared directly with GMGP & ACDelco social channel followers, targeting consumers with established brand awareness.
Concept 1 | The Blueprint
Inspired by architectural blueprints, this concept showcases how the internal functionality of a part contributes to its overall performance.
Concept 2 | Curated “UGC”
Captured in real-world settings, this concept humanizes the automotive parts, allowing consumers to visualize themselves replacing their vehicle's battery or brake pads.
Concept 3 | The art of the part
Designed using the knolling layout technique, this concept showcases automotive parts artistically, highlighting a commitment to quality and performance.
Concept 4 | Unboxing
Utilizing stop-motion animation, this concept unveils what's inside the packaging, enhancing visual brand awareness and emphasizing the role of GMGP and ACDelco automotive parts in ensuring a robust vehicle interior.
Reflections & Insights
Key Takeaways
The top-performing posts on GMGP and ACDelco's social accounts consistently feature user-generated content. Despite its high engagement, this content often lacks top-notch production quality, leading to visual inconsistency.
In future organic social campaigns, I would develop solutions that retain internal control of the visual brand narrative and enable direct tagging and engagement with account followers.
skills developed
Client Communication
Social media metrics analysis
Audience targeting