The General Sound Studio

‍THE RESULTS

• Increased sales by +117% versus the prior year while hitting all profitability targets through the full brand refresh
• +360,000MM Views
• +935,000 MM Impressions
• Sound Studio artists broke into culture:  THE.ABSOLUTELY performed at Lollapalooza, AGClub opened on tour for Tyler the Creator, and best of all, Reyna Roberts was featured on Beyonce’s Cowboy Carter album.

THE PROBLEM

• The General Auto Insurance had to generate a new avenue for revenue growth and connect with the next generation.  
• Everyone knew The General brand, but it was not a brand for them and it was not a brand that they could trust which is a big problem in the insurance category.
• The General had to shift the way this next generation of auto insurance consumers thought about the brand and become part of their lives.

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THE INSIGHT

• Our entire team, including me, spent a lot of time on TikTok.  We didn’t just delegate it to some junior social media team. If we wanted to understand the behavior and become relevant to the consumers on this channel, then everyone on the team, including me, needed to understand the behaviors.
• This is where we had our “aha” moment.
• People were singing in their cars on TikTok! There were LOTS of people singing in their cars, over a million of them.
• Our creative platform was called the “Break”.  The campaign was about giving people their “big break” and being the most empathetic insurance company.
• The idea was right there in front of us!  The General Auto Insurance could help these people who were singing in their cars get discovered and get their big break.

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BRING IT TO LIFE IT A HIGHLY MEMORABLE, ATTENTION-GETTING AND CONSISTENT WAY

• The General created the first mobile professional recording studio, The Sound Studio. A custom SUV with soundproof windows, high-quality speakers, pro-grade studio gear, a vocal booth, a control room, and LED lights.
• We partnered with Epic Records and a Grammy Award-winning producer to give up-and-coming TikTok artists their ‘big break’ by collaborating on a track in the Sound Studio with the objective of helping each artist and their track become known in culture.
• We invited them to Nashville to record in the Sound Studio as well as to create social content.
• The Sound Studio, the event space in Nashville, and all of the content for the campaign on TikTok leaned into the newly revamped General logo and the brand colors of dark green and black.
• Ultimately, we created over 120 unique assets to promote their music and tell their stories, and they also promoted The General brand and the Sound Studio on their TikTok channels.