CHEVROLET
HBCU FELLOWSHIP
CASE STUDY — authentic user generated content & client social management
Rebranding Chevrolet's Discover the Unexpected HBCU fellowship under "What's Cool About Electric" — creator-led storytelling built to move EV brand metrics.
ROLE
Senior Art Director ·
Digital & Social Manager
CLIENT
Chevrolet × NNPA — via Carol H. Williams Advertising
YEAR
2021
SCOPE
Social rebrand · video edits · motion graphics · landing pages · Bolt EV banners
01 — THE BRIEF
THE CHALLENGE
Chevrolet and the National Newspaper Publishers Association needed to reimagine the Discover the Unexpected HBCU fellowship under the "What's Cool About Electric" initiative — creating access and opportunity for HBCU students while increasing African American engagement with Chevrolet electric vehicles, starting with the Bolt EV.
The catch: a predominantly virtual program in the middle of the pandemic, an expansion from six to ten fellows, a brand-new corporate internship track, and a weekly lecture series —
all of it needing one coherent brand and content system.
02 — THE STRATEGY
THE THINKING
01
REBRAND THE PROGRAM
A full social rebrand under Real Talk, Real Change — one identity uniting the journalism track, the new corporate internship track, and the weekly lecture series.
02
PUT CREATORS IN THE DRIVER'S SEAT
Fellows got a week with the Bolt EV and built the What's Cool About Electric? content series, educating their communities on what driving electric actually means.
03
GIVE EVERY FORMAT A JOB
Video carried upper-funnel awareness while social content moved middle-funnel opinion — a deliberate full-funnel content system.
multi-media digital assets
03 — THE WORK
04 — THE RESULTS
WHAT IT MOVED
6 → 10
Fellows — the program's biggest class, with a new corporate internship track
10 WKS
Virtual internships inside Chevrolet departments, plus weekly mentorship sessions
2022
Web Excellence Award recipient