For decades, Buick had targeted and attracted an older demographic. But as that demographic aged, Buick realized that it needed to appeal to a new, younger generation of buyers. Introducing the all-new Buick Enclave – a mid-sized family SUV designed for busy Moms on-the-go. The Buick Enclave is a family SUV that’s

crafted to reward its driver at every turn with sophisticated features and premium materials.

The challenge? Buick didn’t have cred amongst young, busy Moms, and we needed to find a unique and relevant way to get the Buick Enclave on their radar.

The specific objectives were to:

• Drive key engagement metrics including Buick.ca site traffic to the Enclave vehicle pages.

• Drive key buying metrics including Enclave Build Your Own click engagement.

• Grow female Buick ownership compared to all other General Motors brands.

We brought this insight to life by partnering with the hit CBC and Netflix original show “Workin’ Moms.” This breakthrough comedy shows where moms meet and can be honest with each other about the ups, the downs, and awfulness of trying to juggle it all in a safe space with no judgement. The show tells an honest, confident story about moms’ daily trials and tribulations, juxtaposed with sophisticated shots of the Buick Enclave making their way together through their hectic world.

Working collaboratively with the production and creative team at “Workin’ Moms,” we helped develop feature-rich episodes that never actually centered around the Buick Enclave, instead choosing to integrate the SUV into the show's story lines in natural and authentic ways.

With a focus on modern moms, we wanted to understand the challenges they face every day and what a vehicle really means to them. What we found is that every woman faces challenges that are unique to them, but all women are universally in need of some me time.

Insight: While some people see a vehicle as offering the freedom to explore the world, busy moms see their vehicle as a place of refuge where they can be themselves.

That's where the Buick Enclave comes in, especially in its premium trim level Avenir. It is a mid-size SUV designed for modern moms on the go. These moms have pressure-filled jobs and are constantly balancing the responsibilities of being a parent, partner, and provider. With all that stress, they need a break, and a vehicle like the Buick Enclave Avenir provides the perfect refuge.

Buick and the agency captured a partnership that was relatable to the female led Buick Enclave target. All while exploring the target audiences’ active lifestyle and how the Buick Enclave fits into their everyday life. The hit sitcom “Workin’ Moms” was a natural fit for the brand. This CBC and Netflix original follows a group of women through their daily lives of being working moms. The partnership consisted of 3x in-show Active Integrations, 10+ in-show Passive Integrations, and a heavily supported CBC sponsorship that included in-show CBC placements through the digital streaming platform GEM, as well as a heavily supported broadcast and digital plan that saw our Enclave creative run through multiple CBC outlets, in-show Billboard Reads, AMNET Digital Video placements and more. This was a very robust plan that helped push the message of both the Buick and Workin’ Moms partnership through a national lens.

Through a convincing and genuine partnership with the show, the Buick Enclave became a place where the “Workin’ Moms” on the show relaxed and reconnected in style.

And workin’ moms in the real world — they connected big time with the brand:

• Enclave page traffic increased 445%.

• Buick Enclave had its single highest month of online traffic ever at 154,817 unique visits.

• Key engagement activities increased 119%.

• Buick became the #1 female brand for General Motors Canada and has a higher percentage of women buyers in the United States than any other automotive brand.

Resources:

https://gmauthority.com/blog/2021/02/buick-brand-enjoys-highest-share-of-female-buyers-in-the-united-states/#:~:text=General%20Motors'%20Buick%20brand%20has,in%20second%20at%2054%20percent.