story time
As much as this video does showcase, what it doesn’t fully tell is the story of how we planned for one production to accommodate 18 unique video deliverables (not counting all the different aspect ratios we considered), social units, programmatic pre-roll, OLA (rich, expandable, standard…to the tune of 1100 unique units), Instagram Stories, YouTube ads, GM brand site content and every, single asset on our Certified Story Time site (which was craftily designed to be a modern-take on an old-school library that, sadly, has crossed over the Rainbow Bridge).
Four stories. One place. Enjoy the whimsical tales told by our charming narrator as the plots come to life through syrupy-smooth lip-synched dialogue, eye-popping backdrops, and a cast of quirky (and intentionally diverse) characters! Spoiler alert: They live happily ever after.
Don’t let the long list of creative awards fool you. This campaign worked, too:
First year: 3% increase in CPO awareness; 3.5% increase in CPO purchase consideration; 6.3% increase in GM CPO purchase consideration; and when it comes to familiarity we saw increases between 3.1% and 4.6% for each benefit (warranty, roadside assistance, maintenance, and onstar/XM trials)
Third year: 7% increase in leads since campaign launch AND even with higher baselines year over year, in the third year we still reached a 6.3% increase in new GM CPO purchase consideration!