Cadillac Holds A Fair Share Of Voice Among Luxury-Brand Social Media Discussions
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Cadillac used 2017 to flex its marketing and branding muscles as it readied the launch of its first all-new vehicle in years, the 2019 XT4 crossover. The branding and messaging have clearly impacted consumers, and it placed among some of the top automotive luxury brands on social media.
A new report from NetBase, released last Wednesday, looked at 227 million posts across various social media channels, and automotive brands took a fair share of luxury discussions. Specifically, Cadillac ranked in the top 20 brands at number 15, beating out Tesla (19), Aston Martin (17), Jaguar (18) and even Porsche (16).
The top brand? Land Rover. It returned a 90 percent positive sentiment score with a top passion rank after the firm looked at millions of posts.
Brands largely flocked to Instagram to stoke conversation and the large majority of posts for automotive luxury consumers occur on the platform. Users, frankly, enjoy talking about cars on the social media app with a 45 percent share of voice for luxury auto brands.
Beauty products, fashion, hotels and jewelry made up the other top categories aside from autos.
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Mercedes (#5), BMW (#7), Audi (#9), Cadillac (#15), Porsche (#16), Aston Martin (#17), Jaguar (#18) and Tesla (#19) in the top 20
It probably helps that there seems to be a resurgence in using the “Cadillac” name in newer pop songs. Ex. Bruno Mars, “jump in the Cadillac”.
Also, Cadillac does have more Instagram followers (2 million) than both BMW USA (1.8) and MB USA (1.8).
Over this past weekend, I saw a Kia Stinger commercial with Emerson Fittipaldi and it made me think this was the type of commercial Cadillac should have used when they introduced their V-series cars; have someone like Mario Andretti take the Cadillac CTS-V around Virginia International Raceway or Daytona of how the CTS-V are true sports cars.