Vauxhall Motors
Social, PR & Influencer
The brief
Vauxhall needed to land brand and product coverage beyond the automotive pages, in lifestyle media, while building consideration for its shift toward electric vehicles across its EV launches.
What we did
33Seconds acted as Vauxhall's social, consumer PR and influencer marketing agency, running content creation, content planning and community management across Vauxhall's own social channels alongside a consistent press office and media relations programme. PR activity was built to land Vauxhall brand and product coverage beyond the automotive pages, in lifestyle media, and included sending journalists on an SAS-style mission to promote the Grandland, launching the Mokka EV alongside a digital detox expert, myth-busting content on electric vehicles, and campaigns tied to staycation trends and new vehicle colour trends. This was supported by an ongoing car loan programme placing vehicles with 4-5 journalists and influencers a month to drive always-on coverage.
Influencer marketing spanned two campaigns for Vauxhall's EV launches. For the Corsa-e reveal, 'Switch It Up' commissioned 24 UK artists to each reinterpret a frame of the car, edited into a collaborative animated loop shared across Vauxhall's social channels and each artist's own network. For the Corsa-e and Mokka-e 'all-electric adventure' campaign, run with partners Secret Escapes and The Independent, 33Seconds selected travel and lifestyle creators to produce content on their own channels and on Vauxhall's social, website and retailer channels, covering their experience of the car and the eco-locations they visited, while The Independent provided editorial coverage including road map guides and video. Media and influencers across both campaigns were selected for lifestyle features and automotive reviews, and for alignment with each car model across pillars including travel, pets, sustainability, lifestyle, youth and parenting.
The result
Across Vauxhall's key EV product launches, 33Seconds secured 200+ pieces of national print and online coverage and over 200 million in earned media reach, with 68% of online coverage including a link to a Vauxhall product, backed by a car loan programme placing vehicles with 4-5 journalists and influencers a month. The 'all-electric adventure' Corsa-e and Mokka-e campaign delivered reach per influencer exceeding 15 million across all touch points, drove over 600 links back to specific product pages through influencer and editorial content, and generated over 100 test drives. 'Switch It Up' was shortlisted for 'Best Social Influencer Campaign' at the Global Social Media Awards, and 'Collaborative Campaign of the Year' at both the European Content Awards and the UK Content Awards.