GM Military

Appreciation Month

 

Each year, the GM Military Appreciation program celebrates Military Appreciation Month with a campaign to communicate our gratitude for those eligible for our offer. We first created two unique messaging and visual concepts, while remaining in brand. The concept of sharing came from the thought that it may feel better to be appreciated by your peers and community rather than a big brand in an impersonal way.

 

With the concept the client chose, we created the required site banners, an email, OLA, and paid social for the vehicle brand pages. This year, however, we tried some new content. To increase site engagement and to increase word of mouth of our brand, we created 3 downloadable graphics (one for each of the various sub-audiences we serve: active military, veterans, and military spouses). We then used our homepage banner to communicate this and encourage action and anchor linked it to where the graphics lived on the site. The client ended up deciding to keep them on the site as evergreen content.