GMC: Engineering a More Authentic Community Experience
Every year, brands invest vast sums in producing picture-perfect content and advertising featuring meticulously staged shots of their vehicles. In their quest for authenticity, GMC found itself in a similar pursuit. However, it was a moment of revelation that changed their perspective.
We began to reflect on the incredible feats achieved with their products daily — the passionate individuals behind these accomplishments, the obstacles overcome, and the genuine stories of triumph. Why go to the trouble of staging perfection when the true essence of their brand lay in real-life experiences? We decided to redirect their resources, channeling the time and budget not only into content creation but also into initiatives to support local communities across the nation.
Our approach was unique; we shifted the spotlight away from artificial perfection and turned it onto authentic individuals using their vehicles in remarkable, inspiring ways. These real people, their genuine stories, and the vital role GMC vehicles played in their narratives became the centerpiece of their brand story.
The outcome was twofold. Not only did GMC amass a compelling library of content that showcased their vehicles in action, but they also ventured into the realm of storytelling with the creation of five inspirational documentaries. These films became instrumental tools for reaching their audience across various platforms, including social media, websites, marketing, collateral, and digital channels.
These documentaries were not just about showcasing the vehicles; they were testimonies to individuals who had taken decisive action to improve their communities. These individuals embodied the very essence of GMC’s Professional Grade ethos - the “Never Say Never” attitude. GMC’s shift from staged perfection to authentic stories marked a profound transformation in their brand approach, one that spoke to the hearts of their audience and celebrated the real heroes who made a difference, ultimately creating a richer, more genuine connection with their community.
