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Challenge
The GMC Canyon underwent a complete redesign compared to its previous models. Previously, the mid-sized pickup truck was ideal for urban commuting, light towing, and enjoying the benefits of a truck bed. The market segment was experiencing growth, with emerging competitors like the Ford Ranger, Ford Bronco, Jeep Gladiator, and Toyota’s popular Tacoma TRD. The all-new Canyon aimed to be a more rugged and capable truck that could compete effectively against the giants in this segment.
Opportunity
The goal was to redefine the GMC Canyon in a way that would set it apart from the competition. While it couldn't outperform rivals in extreme off-road capabilities, it needed to balance significant capability with a sense of refinement. This truck had to carve a clear path for success in the market.
Insight
Being a new contender to the off-road space, Canyon had zero acknowledgement. That is why it was imperative to prove to this serious off-road audience "Credibility through capability". My task was to find an open and clear niche for a mid-sized pickup that offered comparable capability to competitors while incorporating advanced technology. This required a focus on serious outdoor adventures, making Overlanding the ideal target audience. Overlanders are highly technical and enjoy exploring without damaging their vehicles. This segment represents the fusion of vehicle and individual as they venture into the outdoors to discover their perfect getaway. Although off-roading, climbing over rocks, and navigating sand dunes are common activities, the GMC Canyon had to appeal to a more refined version of this extreme audience and those environments. Overlanding would serve as the cornerstone of GMC's brand identity, with the Canyon leading the way.
Strategy
Since this campaign was exclusively digital, it was crucial to break through in the Overlanding space. Building credibility for this new vehicle meant embedding it within the heart of the segment. This involved partnering with Michael Murgia (Overland Bound), who provided an essential entry point into the overlanding community. Additionally, collaborations with three other social influencers—Adam Glick (celebrity outdoor chef), Alex Strohl (photographer), and Kalen Thorien (outdoor enthusiast)—were key to the approach. The plan was to send these four prominent influencers into the wild to launch the campaign, branding the GMC Canyon as the "Official Vehicle of Nowhere." The goal was to leverage the sizable audiences of each influencer, emphasizing authenticity. This initiative could not feel like a scripted performance; to gain the trust of overlanders, the campaign had to feature individuals who genuinely embodied the lifestyle. As a digital-only launch, the entire ecosystem focused on amplifying this content, targeting a new audience while still engaging with existing GMC owners. The campaign's success stemmed from the meaningful use of influencers.