I'll Drive What She's Driving

About This Project

Summary

Generation180’s "I'll Drive What She's Driving" campaign uses storytelling from real women and influencers to accelerate electric vehicle (EV) adoption. Targeting lifestyle influencers enabled us to reach new audiences in markets poised for EV growth. We ran message-tested ad campaigns and partnered with lifestyle influencers, musicians, and comedians to highlight the benefits of EVs as both fun to drive and practical–emphasizing how EVs can work for women’s busy lives and the planet.

Goals & Objectives

Women purchase 62% of all new U.S. cars, but only 30% of women are familiar with EVs. For the “I’ll Drive What She’s Driving" campaign, we partnered with trusted influencers to debunk myths, boost EV purchase consideration, and encourage women to sign a pledge to make their next car an EV.

Results & Impact

This campaign partnered with 11 lifestyle influencers, comedians, and musician Dar Williams to highlight the benefits of driving electric—earning over 1.7 million video views and 18,821 engagements. The campaign also drove over 102,000 EV pledge signings, over half of which were from women.