Cadillac used to be … well, the Cadillac of cars. It was the pinnacle of luxury and quality for automobiles in America. But it had fallen, far behind the big three of luxury imports - Audi, BMW and Mercedes.
We rebooted the brand with “Dare Greatly”, an idea that mixed the entrepreneurial attitude of Silicon Valley with the fashion cool of Soho in New York. It served as a signal to a new generation of that Cadillac had shed it’s old school image.
I was recruited to Publicis New York and set in charge of bringing the digital elements of the brand to life.
CHALLENGE
Reintroduce the Cadillac brand to a new generation. That meant speaking to a new audience - entrepreneurials. The corporate misfits and the new arbiters of luxury. This group was defined by attitude, not demographics.
SOLUTION
Hit reset on the brand. We did this by creating a white out on our digital channels. This created buzz for the relaunch of the brand under the “Dare Greatly” campaign. We relaunched the brand on the night of the Oscars - a cultural moment in time when we knew we could speak to our target audience.
Instead of sharing the typical imagery of cars, we worked to showcase the brand ethos - who we are and what we stand for.
And we blanketed social media in the moment, owning the conversations around the night.
RESULTS
1.8 billion impressions
60% increase in search
1.75 million site visits - 90% new to the brand
And best of all, a 20% increase in YOY sales.