Audience Intelligence, Digital Media, Social Media, Creative, Content, Production
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.
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.
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.
Complement current mass campaign. Customize media & message to be more relevant with young Chinese affluent, luxury segment without deviating from mass market efforts.
Click-thru-rate outperformed both Buick (multicultural) & Cadillac (English) benchmarks.
Video completion rates outperformed Cadillac (English) benchmarks.
The custom high-impact unit was best performing tactic in the campaign.
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