Truck owners have the highest brand loyal in the automotive category.
But with a sliding economy and an open price-war waged by competitors Ford and Chrysler, GM was seeing a rising defection rate.
We wanted to keep passionate owners in the family with a loyalty program. The "Truck Owner Network" consisted of a quarterly magazine and emails that drove to a content heavy website and social channels. It included editorial and utility based content in the form of videos and articles. Later, the program expanded to include swag, giveaways, exclusive events, and discounts with travel and tool partners and a larger social component.
An Offshoot of the "Truck Owner Network" was “Chevy Truck Nation.” A Facebook group. Different form the brand page, this group works as a loyalty and acquisition channel for the Truck-curious. It's open to everyone with daily content provided by the fans and the brand. The decision to make this a group offered a more intimate social destination without the feeling you were being marketed to and is a growing section of Facebook’s ecosystem.
The Truck Owner program boasted over 100,000 members, and email click through rates up to 71%. Best of all, defection rates slowed among existing owners showing us that our audience was hungry for content and willing to stay in the family for it.
