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Cadillac
Social Media Strategy
CONTEXT
Cadillac, a storied automotive brand with over 100 years of heritage, faced a challenge in connecting with a younger audience, as it was traditionally associated with an older client base.
To bridge this gap, we developed a social media strategy that leveraged audience insights and engaging content while maintaining a strong brand presence across Instagram, Facebook, and TikTok.
CHALLENGE
People think Cadillacs are driven by old people.
Target Audience
Cadillac's primary audience includes affluent millennials, urban males, and executives with interests in automotive, business, sports, and family/parenting. They also aim to connect with Gen Z for long-term engagement.
Content Pillars
Cadillac's content is organized into three main pillars: The Drive, The Passion, and The Journey. These pillars were created to align with the brand's values and resonate with the target audience's interests.
Content Buckets
The strategy includes specific content buckets such as Car Culture, Lifestyle, Seasonality, and The Future. These buckets help in creating relevant and engaging content that aligns with the audience's passions and lifestyle.
Platform Strategy
A mix of platforms including Facebook, Instagram, TikTok, Twitter, and YouTube. Each platform served a different purpose, from customer service on Twitter to visually rich content on Instagram and entertaining content on TikTok.
Community Management
We actively engaged with the community in order to gather valuable insights and strengthen our connections. Our objective was to encourage them to share UGC by resharing on our stories and interacting with them on a personal level.
Organic and Paid Content
The strategy balanced organic and paid content to create a deeper connection with the audience. Organic content is more aspirational and lifestyle-focused, while paid content is clear, succinct, and action-oriented for specific audiences.
Influencer Marketing
We leveraged influencers to resonate with a younger audience. This included partnerships with celebrities such as Bianca Andreescu and RZA to promote campaigns and new product launches.
RESULTS
Audience growth: from 18K to 30K in less than a year
Engagement increase: %223 month-over-month