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Chevrolet Digital Site and Social Advertising Manager, General Motors
General Motors’ Chevrolet collaborates with influencers for a variety of its marketing efforts, from its “Day It Forward” campaign—which encourages consumers to use the leap year’s extra 24 hours to do good—to a spoken-word piece by artist Prince Ea about the 2016 Chevy Cruze. eMarketer’s Tricia Carr spoke with Jamie Barbour, Chevrolet’s digital site and social advertising manager, about why the brand continues to invest in influencer marketing and how it helps marketers prioritize the consumer.
eMarketer: The launch of Chevrolet’s Day It Forward campaign involved quite a few influencers and celebrities. What was your strategy for this effort?
Day It Forward We looked back at 2015 and realized there were a lot of negative things that had happened. But there were still positive stories and this desire for [something] positive. 2016 is a leap year, which means we get an extra 24 hours. Chevrolet wanted to create a movement.