Maintaining GMC’s Brand Promise

Challenge:

GM retained GMC after bankruptcy because of its strong profitability, thanks to shared R&D and production with Chevrolet, GM's flagship brand. GMC, positioned as a premium brand, commanded higher prices. However, a challenge arose when the new GMC pick-ups looked very similar to the Chevrolet. The primary concern was how to maintain GMC's premium brand image and price despite the vehicle's almost identical nature to the cheaper Chevrolet.

Approach:

The primary objective was to understand the segment and where GMC could garner premium prices. Cutting the segment by purchase price finally revealed a distinct consumer who had a specific set of needs and expectations and was willing to pay additional money to get this. They valued quality and craftsmanship more than other buyers in the segment, which aligned with GMC’s long-standing “Professional Grade” brand promise.

Outcome:

Utilizing consumer data, I collaborated with GMC clients to develop a marketing brief. The goal was to create a campaign that resonated with consumers by showcasing individuals admired for their dedication to craftsmanship. Our ads and accompanying long-form videos focused on capturing the craftsmen's passion for their work, their appreciation for the new Canyon, and how it helped them maintain their high standards. Throughout the content, storytelling was emphasized, ensuring a captivating narrative and maximizing the brand's impact. Post-launch research revealed a 10% increase in the perceived "Value" and a 20% increase in the perception of "craftsmanship" among buyers of the GMC Canyon, who were willing to pay $1500 more than the average Chevrolet buyer. A brand campaign entitled “GMC Presents” was commissioned due to the success of the launch.