In years past, Chevrolet struggled with reaching a millennial audience that had little to no relationship with the brand. However, the next generation Cruze challenges notions of the "old Chevrolet image", built with technological features that today's youth yearns for. The #ChevyGoesEmoji campaign helped Chevrolet directly connect with this young and tech savvy audience.

The campaign began 6/22 8am/EST with the emoji press release sent by Chevrolet PR. The 4 day stint launched with paid/owned social, search, digital and radio, intriguing consumers to decode the press release and see what Chevrolet was doing. 2pm on 6/23, Chevrolet announced the translated press release via social telling consumers the new Cruze will soon be available. Throughout each day the “trailblazers” used social to engage with millennials and keep the conversation going. Chevrolet also secured the Twitter Promoted Trend (users see search results for that topic) on 6/25 with #ChevyGoesEmoji and released an emoji influencer music video.

• #ChevyGoesEmoji created 113 unique articles on traditional/online outlets, with 33% growth in new publications

• #ChevyGoesEmoji broke through social noise, netting 20.2k branded hashtag mentions in major news outlets

• Millennial influencers, paid social and our organic communities helped deliver 285MM+ earned social impressions

• Key influencers/celebrities were named in 45%+ hashtag mentions across Twitter, Facebook and Instagram

• Chevrolet’s goal to drive 4.5MM views of Chevrolet content within the 4 days was surpassed with 21.7MM views

• 219K visits were made to the Emoji Culture Story, with 65% traffic coming from an OLA ad

• Chevrolet.com reached its third highest traffic day on 6/24/15