Chevrolet's digitally-led campaign on YouTube to support the launch of its new Captiva SUV in Europe has beaten the main targets the carmaker set itself after a month.
The first wave of videos highlighting the capabilities of the Captiva SUV delivered over 200 million impressions and attracted more than 5 million video views.
The short films, called Chevrolet Captiva Life Test, capture the benefits and spirit of the Captiva SUV through unexpected, humorous scenarios.
They are created by a select group of highly popular YouTube users. These include DigitalRev TV, the world's most popular photography video platform with over 600,000 subscribers, and Secretos de Chicas, a young woman from Spain who shares her latest make-up and styling secrets from the front passenger seat of the versatile Chevrolet Captiva.
"The campaign marks the first-ever automotive OEM branded multi-market content partnership with YouTube content creators.
"We are very happy with how it has kicked off and are looking forward to more of those original, inspiring videos to go online in the near future," said Beate Stumpe, director of brand and marketing, Chevrolet Europe.
The Chevrolet Captiva campaign is the direct result of the global strategic partnership between Chevrolet and Google.
The combination of a pan-European digitally-led launch of a new car placed in the hands of YouTube content creators represents a first in the OEM automotive space.
Viewers can join the conversation in multiple ways on the Chevrolet Europe Facebook page, Instagram and on Twitter using the hashtags #Captiva and #LifeTest.
In addition to digital media, Chevrolet is making use of Out of Home and above the line advertising, in selected markets, to drive traffic for the campaign.
Previous Chevrolet-Google brand initiatives include the award-winning "Firsts" campaign for the Chevrolet Sonic (Aveo) in the U.S.
To roll out the campaign across Europe, Chevrolet is working with its two global lead agencies: Commonwealth (Milan) for creative and coordination and Carat (London) for media.