Cadillac continues to chase a new road with its marketing strategy, and prepare for more “Dare Greatly” messages across the internet.
Cadillac has signed on with Condé Nast’s new branded content studio, 23 Stories, to deliver digital-only content for the next year. The campaign with start in November, and be comprised of 55 content pieces, chasing Cadillac’s newfound love affair with lifestyle and fashion.
Short- and long-form videos will distributed between eight magazine brands, including Architectural Digest, Vanity Fair, GQ, Condé Nast Traveler, W, Details, Wired and Bon Appétit — as well as Cadillac’s digital channels.
“Dare Greatly” will continue to be subtle in the mentioning of Cadillac explicitly, with the goal to revitalize the luxury brand’s image and create awareness among millennials.
Ellinghaus also commented on the unique opportunity Cadillac presents itself with a new target audience saying, “We have a higher chance with millennials because they don’t see Cadillac as their grandparent’s car. For them, those are BMWs.”