Chevrolet DTU (2021)

Creating integrated digital content platform, with the National Newspaper Publishers Association, to give HBCU journalism Fellows an opportunity to build more youth-targeted platforms to get them interested in the Black press, all while empowering the audience to “Find New Roads.”

Chevrolet tasked CHWA with the launch of the all-new Chevrolet Bolt EV and EUV by leveraging Chevrolet’s partnership with the National Newspaper Publishers Association (NNPA) for increased brand digital, social media, and engagement with the AA (African American) market, ages 18–30.

Key Challenges

Research showed a social trend of news now being predominantly consumed through social media. This AA market’s interest in cars inclined toward sleekly designed, gas-saving automobiles, like Chevrolet Bolt EV.

The AA audience had a generational split, as the older generations remained loyal to print, while the millennials and younger had all but transitioned to digital.

Creative Objective

Create a 360-degree media campaign in the midst of a pandemic, that would play to the NNPA and Chevrolet’s strengths while helping elevate the NNPA’s online news presences.



The Discover the Unexpected Journalism Virtual Fellowship

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  • Exposure to the Discover the Unexpected campaign drove statistically significant lifts across the brand and Blazer brand metrics of awareness, familiarity, and opinion.
  • Among exposed respondents, Men and $100K+ HHI were particularly important in driving lifts between the control and exposed groups, suggesting potential focus areas moving forward.
  • Across the three media channels of video, print, and radio, video moved middle-funnel metrics like Opinion, and Radio moved upper-funnel metrics like Unaided Awareness.
  • Respondents rated creative favorably, with notable memorability messages seen across the assets around Chevrolet, helping HBCU students, and being part of the AA community.
  • The DTU program drove significant lifts in familiarity with HBCUs, with digital/social channels playing a formidable role in spreading awareness of the program as a whole.
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