Chevrolet Case Study

Chevrolet is an automobile company that was founded in 1911. For the past eleven years, they have partnered with American Cancer Society. You may ask, how and why would a non-profit company team up with a for-profit? One of the biggest challenges for cancer patients is the transportation to and from their hospital visits. They aren’t able to drive after treatments and it is hard for family members to make such frequent trips to the hospital.
In 2014, Chevy decided to air a commercial during the Super Bowl. They wanted to create a video that would drive people to act. They displayed a couple in a Chevy truck driving on the road. The woman with short hair is staring out the window at the setting sunset. You know from her lack of hair that she has been fighting cancer. She reaches over to her husband who is driving and grabs his arm, where he smiles and grabs her hand. It ends with them driving down the road holding hands. The song playing in the background is a powerful one that talks about somebody pleading with a loved one to not leave them. Then a link flashes across the screen.
Chevy created a website and a Facebook post asking people to change their social media profile pictures to purple. Purple is the color that represents a cancer survivor. For every change in profile, Chevy agreed to donate one dollar to the American Cancer Society, up to one million dollars. Facebook told them that it would likely take 4-6 weeks to meet their goals. It only took them two and they surpassed the million to 1.3 million Facebook purple profile changes.
Chevy has the number two most viewed “life” ad on YouTube. Why choose America Cancer Society? Other than their partnership of many years, everybody has been affected by cancer. It’s a heart-gripping sickness that everybody can relate to and feel something for. Let’s see what the results showed:
• 1.3 million people changed their Facebook profile picture to a purple tint
• 700,000 people changed their Twitter profile picture to a purple tint
• 467% increase in likes on Chevy’s Facebook page
• 1.5 billion paid media impressions on Facebook
• Super Bowl Ad
• 37% of video viewers shared the video
• 1.8 million ad clicks
The results are very promising and received a lot of emotion and hype from people around the world. Chevy did very well at replying to peoples comments on their page and had a lot of engagement.
During this same Super Bowl, Bank of America also did a similar project teaming up with REDS. They displayed a music video and asked their audience to go to ITunes and download the song. For every download they would donate one dollar, up to two million dollars to REDS. They received three million downloads. In their video the directions were very clear and it was literally written out on the screen on what the consumer needed to do and what company was willing to donate in exchange.
Chevy, on the other hand only provided a link at the end of their video. If you didn’t go to the link, you didn’t know about the campaign that they were running and their goal to donate a million dollars to American Cancer Society. I also saw on their Facebook page that there were a lot of people that couldn’t figure out how to change their profile pictures to purple. The directions weren’t clear and a lot of people were frustrated that they couldn’t figure it out and had to agree to a lot of terms and conditions to change their profile pictures. Chevy did well at answering people’s questions and sending them a link that described how to update your profile. I wonder though, if it would have been more clear, if more people would have done it.
I believe that their campaign was successful. They resonated with American’s after the Super Bowl and got people talking. They also received a lot of publicity and created a reaction in people. They received potential new customers because of the increase in their Facebook likes and new loyalties, while also donating money to cancer and helping America’s Cancer Society. However, I believe that there could have been a better way to incorporate and let their audience know DURING the Super Bowl what they were doing. If everybody watching the Super Bowl knew that, there would have been greater results. The REDS commercial isn’t even close to as powerful as Chevy’s, yet they received more results. Cancer also effects more people than STD’s do so I think there might have been a potential to hit a lot more people. But, they did achieve, and even surpass their goals for their campaign and it was a success.

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