How It Works Video and Social Media Series

GENERAL MOTORS: USED VEHICLE CAMPAIGN

Role: Senior Art Director

A new way to shop used vehicles

When the Factory Pre-Owned Collection launched in 2016, it was the largest online inventory of used, GM-owned vehicles anywhere. The only problem: No one knew about it. 

In 2017, we changed all that with a campaign that introduced savvy used-vehicle intenders to the Collection’s unique offerings and extolled the benefits of being a Second Owner. 

With a limited budget and an even tighter timeframe, our highly targeted, persona-based social posts, videos and testimonials got people to see used vehicles in a brand-new way. In just five short months, we generated over 63 million social impressions, increased the number of sales from the same time last year by 364%, and earned high praise from Facebook for our creative take on carousel ads.  

By celebrating how great it is to be second, we showed that the Factory Pre-Owned Collection is a brand that’s second to none.