Imagine this—you see an average, hard-working white male wearing plaid as he’s tossing lumber into the bed of his pickup…actually, you don’t have to imagine…just take a look at any truck ad from the past 20 years. Same old, same old. But we know it’s not just middle-aged, fair-skinned farmers who use these trucks (Millennials are overtaking Gen-Xers as the largest buyers of trucks). We knew we had to completely rethink how and where we talk to this younger and more diverse audience. It was time to give truck stereotypes the pitchfork.
So when Breland first came across our For You page, we knew the universe (and algorithms) were conspiring in our favor. His viral hit song called “My Truck” celebrated truck culture in a way no one else was doing. We knew we had to work with him. And what better platform to do it on?
In collaboration with Breland, we designed a campaign specifically for TikTok that highlighted the redesigned exterior of the Silverado with a reimagined version of the viral hit song, hitting on aspects of how the truck can enhance your life, no matter what your interests are. (And yes, this included rewriting lyrics and singing them to clients AND Breland to get them on board. Stage fright? Ain't nobody got time for that.)
Not only did the campaign outperform platform benchmarks, it opened the door to creating the type of content TikTok viewers crave and encouraged our target audience to engage with us in an authentic and fun way that felt true to the platform and their interests—ultimately changing brand perception for the better.
