GM Educator
Thank You Campaign

If there was one campaign and one idea that’s closest to my heart…it’s this one.

Our GM clients wanted to move their Educator Vehicle Discount program beyond just the transactional — and make it more meaningful. The brief called for OLA and emails — and in a hidden corner there was a small mention of “this idea could be a video”. We took that and ran with it — doing research on what teachers really wanted — and found out that it was just to be thanked.

We interviewed over 150 teachers and students — telling them it was for a “teaching video” — and chose five deserving teachers. We then filmed their past and present students in secret on the first day, asking them why they loved and appreciated their teacher, and edited their comments overnight.

The next day, we filmed the teachers — surprising each and every one with the playback of what their students said — as we filmed their reactions. And finally, we brought the students in to surprise their teachers personally. We then created a long form video, cutdowns, OLA, emails, site, social and trade show marketing — and the campaign was ongoing for two years after that.

Traffic to our site increased by 43%.

Site registrations grew by 48%.

Over 1.5 million views on YouTube.

445k views on FB in the first 13 days of campaign.

We also won a Webby, were highly commended in Drum Content and Marketing awards and won a Silver at the D Show for best of digital.

Amazing what a little thank you can do.