GMC uses Instagram to pitch premium lineup - Automotive News
The snapshots of a mountainous California vista that GMC presented to select Instagram users in a recent campaign would fit nicely in a high-brow magazine. Viewers take in the scenery from the vantage point of the Sierra Denali pickup's refined interior -- a perk that some may not expect from a rugged pickup. "We feel as brand marketers that Instagram is a fertile space, specifically in branding. It lends itself well to branded content," said Janet Keller, GMC's advertising, social media and digital manager. Instagram's recently introduced Carousel format let GMC take viewers on a visual, gallery-style journey where people scrolled through a series of shots that showed only pieces of a scene. Only when users finished scrolling did they take in the entire image in what GMC calls "PanoGrams. This was GMC's first time using Instagram ads, which appear as sponsored posts on people's feeds. GMC deployed the platform's still-developing targeting capabilities to reach users between ages 25 and 54. Another. Source: www.autonews.com
