Cannes Lions

Cadillac and The Daring 25

CARAT, Detroit / GENERAL MOTORS / 2017

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Overview

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Credits

Overview

Description

Conde Nast is an expert voice in the luxury marketplace, but had yet to find a way to leverage their editorial leadership into meaningful brand experiences. 23 Stories, which provided deeper access to storytelling, was a perfect venture for both brands.

The Daring 25 was the brainchild of Cadillac developed to be an ownable platform for the brand. A list of individuals, companies and technologies around the world that are daring to change their industries. The Daring 25 pushed the boundaries of the standard 23 Stories offering. Cadillac was able to create deeper levels of integration than Conde Nast had previously explored; the ability to utilize not only standard editorial talent but to have the editors of GQ, Vanity Fair, Arch Digest, Bon Appetite and Wired to lend their names and credibility to an IP that was born from the Dare Greatly ethos was a true editorial partnership.

Execution

The content experience was built organically into each of the 5 Conde Nast sites in look and functionality, ensuring seamless and relevant distribution. Branding within the content experience went beyond traditional ad units in favor of simple and striking native integrations that reinforced Cadillac’s message of daring. All elements that drove to the experience were either editorially based living on site and across social platforms or customized ad units using imagery and verbiage unique to the Daring 25 IP.

Prior to the digital launch Cadillac hosted a launch event at the Cadillac House, attended by notable luxury influencers. The event integrated the brand and IP together providing a live experience of the Daring 25 and teasing the content through a beautiful print booklet. It fueled additional buzz, generating robust editorially driven content across social media and in-book re-caps making the Daring 25 a natural topic of conversation.

Outcome

The program exceeded goals driving scale and engagement.

- 4.8MM content views delivered, exceeding goals by nearly 50%

- 89% of video was watched on average, exceeded the 23S editorially driven benchmark by 44%

- Engagement time within each article sat in the 90th percentile as measured by Simple Reach

- 350+ notables attended the launch event, including 17 of the honouree’s, influencers and Conde editor; generating over 203k social engagements and press coverage by publications such as NY Observer and WWD

Most importantly the content did what it set out to do, it resonated with the target audience and positively impacted perception of the brand

- 82% of respondents felt the content was likable and a good fit for the brand

- 58% lift in brand association with the “Dare Greatly” messaging

- 21% increase in brand momentum, one of the brands most coveted attitudinal metrics

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