Cadillac was looking to drive awareness of the 2019 model launches of both their CT6 and XT4 vehicles. They set out to increase awareness by promoting positive reviews and PR articles from trusted publishers like Motor Trend, Car and Driver, Edmunds and KBB to communicate key attributes and messages to an in-market audience. To achieve success, Sharethrough ran Native Display ads that drove audiences to the PR articles where they could further engage with content about the vehicles. To aid awareness, Sharethrough wrote headlines that included both the model name as well as the brand's key messages directly in the headlines, where we know users are reading.
Affluent Consumers, High Household Income, In-Market, Luxury
Product Launch, Raise Awareness