Results and Effectiveness

Chevrolet’s campaign generated 23,000+ paid search views for article content and validated that self-discovery through credible sources – with the inclusion of brand messaging – can correct misconceptions. Among 1,800 survey respondents, those exposed to subtle Chevrolet messaging on re-sale value were 80% more likely to consider the brand to be a high re-sale value car, while only 40% of those reading standard, unbranded content felt that way. (Source: GoogleAnalytics) Client satisfaction with SEM + branded content approach results has led to this model being adopted in other markets across Asia-Pacific, and also Russia, Middle East, North & South Africa.

Creative Execution

Convincing Google to make an exception to their standard practice, we drove paid search traffic to a third party website – autospinn.com, Thailand’s most influential automotive portal and a catalyst for the country’s car lovers. To help tell Chevrolet’s “truth,” autospinn.com created bespoke content to help consumers navigate and better understand the mechanisms and factors behind car re-sale value. We created two different sets of content. While both were discovered via paid search results, in one collection of articles, Chevrolet’s brand messaging was subtly integrated into the content, suggesting high re-sale value of the brand. In the second collection, only in-depth technical information about re-sale value – absent of any brand message – was included. After reading the articles, readers were invited to participate in an in-depth survey which sought to understand – among many other factors – their potentially new perceptions of Chevrolet and its re-sale value.

Insights, Strategy and the Idea

Chevrolet Thailand was suffering from low purchase intent levels, hovering at 4% compared to competitors Toyota (40%) and Honda (27%). This performance was caused by perceived low re-sale value, the most influential car purchase factor in Thailand. In reality, Chevrolet’s re-sale value was in line with category leaders. We needed to open consumers’ eyes, helping them see that their perception was a misconception. Consumers are keener to follow information & guidance they have personally found, as opposed to what has been ‘pushed’ upon them by marketers. We knew we could not be the ones who boasted our own value, but we could help guide discovery. We needed a credible advocate to speak on our behalf, ensuring the message would be perceived as neutral by our consumers. Our solution was a synergy between paid search and third party branded content to help consumers make an informed choice, uncovered on their own.