General Motors: Chevrolet Corvette C-8 Launch (Hispanic Media in the US)
The Challenge: Successfully introducing the highly anticipated Corvette C-8 to the U.S. Hispanic market to drive unprecedented multicultural engagement and brand excitement for General Motors.
The Strategy: Architecting a targeted, bicultural earned media strategy in key markets based on deep consumer sales objectives and competitor analysis.
The Execution: Directed a cross-country, multi-tiered team to execute the national launch, successfully securing the attendance of 39 top-tier multicultural media outlets, including CNET en Español, Digital Trends en Español, CNN en Español, and Automundo.
The Results: Delivered the most successful earned media program for the Hispanic market to date for the brand, generating 429 media placements, 106.4 million impressions, and an exceptional 80% message pull-through rate.
