Carshield | Drive On
Drive On is a 3-part episodic series featuring two dynamic hosts on a cross-country exploration of hidden American treasures. This engaging series is hosted by Sonya Klaus, a seasoned professional race car driver, and Doug Smith, a stand-up comedian and devoted dad. Together, they embark on an exciting road trip, venturing to iconic destinations like Gatlinburg, TN; Asheville, NC; and Hershey, PA, where they unveil the most enchanting tourist attractions. The "Drive On" series aims to reiterate a fundamental message of safety and security that defines the experience of driving with CarShield. As Doug and Sonya traverse the nation, they subtly emphasize the trust and peace of mind that CarShield brings to their journey.
Strategy & Execution
The Drive On campaign had a dual focus, with two primary objectives. The first objective was to elevate brand recognition positively and boost engagement levels through the release of long-form episodic content, with a strong emphasis on storytelling. The second objective was to generate traffic toward a dedicated CarShieldTV landing page, which functions as the central hub for all CarShield content. Our aim was to encourage audiences to explore this landing page, facilitating the seamless access and binge-watching of CarShield's complete content library. While the long-form episodes were housed on YouTube, compelling teasers and road-ready safety tips extracted from each episode were placed on Meta in feed, story, and reel placements to complement the overarching story. These supplementary safety tips not only enhance each episode's content but also play a pivotal role in directing traffic to the CarShieldTV landing page. As an additional strategy to redirect traffic toward the CarShieldTV landing page, specialized TikTok cutdowns were crafted - shot using an iPhone to seamlessly integrate with the platform. These concise 15-second clips were strategically distributed on TikTok as spark ads. Their primary purpose was to serve as an effective tool for channeling more visitors to the landing page and enticing users from the TikTok platform to engage with the complete episodes available on CarShieldTV.
Campaign Objectives
Increase Brand Awareness
The first objective aims to positively elevate brand recognition and increase engagement levels. This objective is achieved through the release of long-form episodic content that emphasizes compelling storytelling.
Drive Traffic
The second objective encourages audiences to explore the landing page, which serves as the central hub for all CarShieldTV content, facilitating seamless access and binge-watching of CarShield's complete content library. Supplementary content, including compelling teasers and road-ready safety tips extracted from each episode, are strategically placed on social media to complement the overarching story and redirect traffic to the landing page.
4,500,000
Impressions
3,600,000
Minutes Watched
44,000
Landing Page Views
Coolfire Studios
The Results
The Drive On series demonstrated a strong and impactful presence across YouTube, Meta, and TikTok, achieving impressive results. It displayed remarkable reach, engagement, and cost-effectiveness across platforms, effectively increasing brand awareness and driving traffic to the CarShieldTV landing page. The campaign's ability to engage the audience and maintain their interest was reflected in high retention rates and substantial watch time on YouTube. Additionally, strong click-through rates and cost-efficient results demonstrated the campaign's effectiveness in motivating user interaction and achieving its goals.
Carshield | Drive On
