Cadillac unveiled its all-new 2020 Cadillac CT4 sedan today on Instagram, the first time the automaker has revealed a vehicle on the social media platform.“We made a strategic decision to launch a social-first campaign to meet the customer where we know they interact,” Sledziewski tells Marketing Daily. “We leveraged Instagram to lead this campaign with its platforms focus on dynamic photography and video. Once revealed, CT4 content will be rolled out across all channels including IG story and in feed, Twitter, Facebook, YouTube and Reddit.”
A social media campaign for the vehicle puts consumers virtually in the driver’s seat. The campaign starts with an interactive Instagram story and will be followed by multiple video clips designed to appeal to viewers’ sensory nature.
Cadillac showed off the premium luxury and sport models on IG. The 2020 CT4 will be available for ordering later this year. Pricing will be announced closer to the start of regular production.
Supercruise, the automaker’s proprietary semi-autonomous driver assistance program, will be available in 2020.
The CT4 target customer is 25-35 years old with high engagement on social media, says Jason Sledziewski, director of product marketing, Cadillac. They may be first-time Cadillac buyers.
The vehicle “changes the sport-luxury sedan game, fusing technology and performance in a distinctive design for customers who want to express themselves,” said Melissa Grady, Cadillac chief marketing officer, in a release. “Because the CT4 is equal parts technology and performance, we wanted to reveal it in a way that would stimulate the senses and evoke emotions our customers might feel when behind the wheel.”
The General Motors luxury vehicle division joined Instagram in September 2012 and has 2.3 million followers.
The "target customer is 25-35 years old with high engagement on social media"? Are they serious? Would like to see the research that them to that conclusion.
Totally agree with Ron Kurtz. I am astounded by the shift to social first, for sure. But 25-35 year olds are, by and large, poor as rats, owing thousands in student debt. My 28 year old daughter, for one, has a 2006 Volvo I inherited from my sister, she couldn't afford a CT4 even if her life depended on it.
These people are crazy.
As a follow up: some data:
Census figures: 31% (of young adults 25-34) reported living at home. This is huge.
From CNBC: Millennials ages 25-34 have $42,000 in debt, and most of it isn't from student loans.
I applaud the launch site but am absolutely flabbergasted at the targeting!
#consumercentric #mediamarketing #datadrivenmarketing #millennial #marketing #advertising #segmentation
Remember "This isn't your father's oldsmobile" ?
Trying to win over the Boomers. You can make a poll say whatever you want,
but 25-35 yr olds don't care about cars, can't drive a stick shift and say in surveys
they can get along without a car before their "smart" phone.
American car manufacturers are doomed. I said 12 years ago, the big three will be reduced to large pickups and SUV's . Everything else will be made by the throw companies, Toyota, Hyundai, Kia, Mazda. They don't even have "car people" designing cars anymore. Cookie cutter, silver-with-gray-interior RAV-4 knock-offs with a 96 month payment book, that's what they buy. And expect it to be under warrnaty forever.
Buick, Caddy, Dodge , maybe even Chevy will take the road of Pontiac, Olds, Mercury, and Plymouth, because the current crop of car buyers have NO loyalties to US Brands.