Chevrolet awarded for HBCU marketing scholarship campaign

Chevrolet’s “Discover the Unexpected” Scholarship recruited HBCU students through an progressive, award-winning marketing campaign targeting the Black community.

According to10 HBCU students received journalism and marketing internships as a part of the 10-week program. It also sought to handle the necessity for higher strategies in engaging with the Black community. By providing access to mentors and resources that match students’ creativity, this system strengthened Chevrolet’s connections with HBCUs

Chevrolet’s long-standing relationship with the National Newspaper Publishers Association (NNPA) has helped realize this mission. The organization represents greater than 200 Black-owned newspapers that spread the word about opportunities for HBCU students to showcase and improve their storytelling skills.

By investing in black media through newspapers and independent marketing agency Carol H. Williams Advertising, Chevrolet has developed a brand new brand perception that underpins its values ​​while supporting inclusivity. They incorporated community and grassroots activities and likewise engaged media personality Terrence J. as an envoy for the scholarship.

“Chevrolet is proud to continue its partnership with NNPA on Discover the Unexpected, providing HBCU students with hands-on learning and development opportunities as well as a platform to share their experiences,” said Steve Majoros, vp of Chevrolet Marketing, within the 2022 report press release. “This program is critical to our mission to reach diverse audiences by amplifying their perspectives, and we look forward to seeing the impact of this year’s fellows.”

Its marketing tactics also increased its reach throughout the Black community from an environmental perspective. This has increased interest in Chevrolet electric vehicles amongst a various customer base.

also confirmed a 12% increase in “consideration” amongst NNPA readers through ad placement. Its exposure also led 63% of viewers to hunt more information in regards to the older automobile brand. Additionally, over 75% of NNPA readers were in a position to recall the strengths of the scholarship.

Thanks to its successful implementation, Chevrolet won the 2024 Global Automotive Marketing Award for Best Purpose Driven Campaign for its authentic message to serve the community.