Case Study: GM Holden drives national awareness and 3.5 million video views with Facebook

Tackling a rugby sponsorship

Holden, General Motors’ long-established Australian car brand, wanted to amplify its State of Origin rugby sponsorship beyond traditional broadcast and connect with a broad national audience — especially new fans and people off-screen between games. The challenge was to reach Australians nationwide and grow brand awareness and favourability, including among women aged 35–54.

Holden partnered with Carat and used Facebook and Instagram products — mobile-first video, video carousel, Canvas, custom and lookalike audiences, and sequential retargeting (with Acxiom targeting and exclusion of existing fans) — to tell the story of the first Holden Junior State of Origin. The campaign drove 3.5 million video views and delivered an 11.4‑point lift in ad awareness, an 8‑point lift in brand favourability and a 15‑point lift in favourability among women 35–54.

GM Holden

Paul Balbo

Senior Manager, Media and Brand Partnerships