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generate interest in Cadillac among luxury Chinese consumerS

Services

 Audience Intelligence, Digital Media, Social Media, Creative, Content, Production, Automotive, Auto, General Motors, Cadillac, Case Study

summary

Objective

Objective

Objective

Grow interest in the Cadillac nameplate among the young Chinese affluent, luxury consumer population in Canada.  Stimulate incremental growth for ATS, XT5 and Escalade models.  Utilize this as a test-and-learn for future activity.  

Insight

Objective

Objective

Compared to total Cadillac target audience, Chinese Canadian target see value in a name. Big concentration of fuerdai (rich 2nd generation).  They're more financially liquid and likely to believe that one is living their destiny over architecting their success. 

Strategy

Strategy

Strategy

Drive measurable activity by steering the young Chinese affluent, luxury prospects to the in-language website where interest can measured by traffic, CTRs, VTRs, stickiness, etc. In-language ad assets will be used: video, programmatic and high-impact ads. 

Approach

Strategy

Strategy

 Complement current mass campaign.  Customize media & message to be more relevant with young Chinese affluent, luxury segment without deviating from mass market efforts. 

deliverables

high impact online ad unit

results

CTR Outperformed

Video Outperformed

Video Outperformed

Click-thru-rate outperformed both Buick (multicultural) & Cadillac (English) benchmarks. 

Video Outperformed

Video Outperformed

Video Outperformed

Video completion rates outperformed Cadillac (English) benchmarks.

High Impact Best

Video Outperformed

High Impact Best

  The custom high-impact unit was best performing tactic in the campaign.

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