OnStar | Be safe out there

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In this partnership with Blavity, we produced a three-part custom video series featuring social influencers Kevin “Kevonstage” and wife Melissa Fredericks + family, focusing the conversation on the dynamics of a Black family and what it means to feel safe, all while highlighting OnStar and Guardian App offerings that can provide safety reassurance in a family’s every day The campaign used a variety of tactics including video, articles, social support and a custom hub built to boost awareness among Black Millennials and grow brand affinity between OnStar and safety. This series garnered over 1.4MM impressions, 24k engagements, and statistically significant lifts in all attributes, higher than Nielsen’s overall norms:

 

Affinity (+20%) | Recommendation Intent (+19%) | Diversity Brand Commitment (+17%) |  Safety Leader Attribute (+17%)

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Publisher Partner: Blavity