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@CarBravo Social
As of 2024, Weber Shandwick has acquired the CarBravo social account, CarBravo is General Motor's certified pre-owned vehicle company. As an Art Director on the account, I was in charge of content ideation/creation for the @CarBravo social media channels. The CarBravo brand leans into a quirky and humorous tone that builds a relationship with its followers based on brand education and fun posts. In each of these posts we have leaned into current social trends, cultural moments, and memes that promote the purchases of used cars and an overview/educational style of content of the brand for those who are not familiar. Each month since taking over the accounts, follower count has increased significantly as well as engagement with posts.
Art Director: Maegan Williamson
Copywriter: Collin Magin
CDs: Josh Cyccone + Ken Cellak
ECD: Matthew Zelley
Agency: Weber Shandwick, IPG
@CARBRAVO
I LIKE THIS LITTLE LIFE TREND
I like this little life is a trend that gained an enormous amount of popularity in 2024. A single line of a trending song went viral on TikTok under the hashtag
#ithinkilikethislittlelife. People started posting aspirational videos of everyday moments in their lives over the line from the song playing in the background. So we did that by showing an aspirational little life in a used car from CarBravo. We met social media users on their platform with our drive in a certified pre-owned Chevy Silverado.
WHAT I BOUGHT VS. WHAT I GOT
What you see is not always what you get. Especially when it comes to buying products online. In 2023 & 2024, a trending TikTok challenge called "What I Wanted Vs. What I Got" featured creators posting the product
they purchased online vs. what arrived (usually a disappointment compared to the original image). So we decided to hop on the trend but instead show that when you order a car online with CarBravo, what you see is what you get with certified pre-owned vehicles.
"COME WITH ME" POV TREND
GRWM, POV and Come W/ Me videos have flooded social media from 2022-2024 as an evergreen and social-first way to talk to your followers. We leaned into the common human truth that buyers tend to feel stressed or overwhelemed about shopping at a dealership. We wanted to mystify the dealer experience aspect of CarBravo by showing just how easy it is to buy from the brand in-person. We used the come with me style to talk to our viewers in the most authentic way on social.
SOFT LAUNCH TREND
In the new age of dating, Gen Z is either soft-launching their new relationships or hard-launching. A soft launch is when you slowly share that you're in a relationship with someone to your online presence. Playing off of the insight that people tend to call their new cars their girlfriend/boyfriend we decided to show how we would soft-launch our new/used car relationship. To do this, we created romanticized shots with a used Chevy Trailblazer.
CAR JUMP TREND
June 2024, an auto-focused trend has been booming all over TikTok... the car jump trend. Where creators match cut themselves jumping and turning into the car they want or had in high school. So of course CarBravo had to get in on the action. CarBravo has many makes and models of certified used vehicles so we decided to show some of the inventory of Chevy, Buick and Jeep vehicles as the cars the creators bought from CarBravo.
HOMEWORK TREND
It was the year 2024, and it was the trend called "homework trend" where teachers went viral for posting ASMR mark ups on homework with corrections to ridiculous answers. It had 2.8 Million versions including a few brands like Sephora hoping on board. So we decided to use this trend as a way to educate followers about some of the cool perks of the CarBravo shopping experience.
"I'M LOOKING FOR A MAN IN FINANCE"
In 2024, a popular trend is the audio "looking for a man in finance.." sound. Creators all over have been posting their own take on the song paired with new lyrics as supers. CarBravo had to jump on the brand to show their "man in finance" as a new used certified pre-owned vehicle as a aspirational vehicle.
BRAVORAMA SALES EVENT - CARTALK
CarBravo launched it's first ever sales event called "BravoRama" in 2024. This sales event will go on to be an annual tradition for the brand. Clients asked us to create content to create excitement and awareness about the sales event. So why not let our inventory speak for themselves? To do this, we leveraged the popular TikTok filter which puts eyes/mouths on objects. This allowed the used vehicles to speak for themselves while having some fun calling out the facts and benefits of the event.
"HERE FOR THE ZIPLINE" TREND
It's the year of "I think you should leave" from Tim Robinson and the trending audio from his hit Netflix show "I feel like you're just here for zipline" which content creators were jumping on while showing things or items their significant other comes over just to use. So our content creator team shot in a Buick Envista to showcase a woman who feels like her boyfriend is just using her for her sick ride from CarBravo with a huge touchscreen, moon roof and heated seats...
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