BUICK CANADA x ALWAYS-ON STRATEGY
Starting this journey in March of 2020 meant that it was time to immediately shift gears. We tapped into timely messaging with focus on our Here to Help campaign - offering support to our drivers and healthcare workers. Shortly followed by the North American Facebook pause - which we took as an opportunity to expand our creative wings on the other platforms. We continued to make progress by updating our visual ID on social, leaning more into a premium lifestyle-focused ethos and aesthetic. While working with brand ambassadors for breakthrough brand moments, and micro influencers for everything in between, and maintaining a brand presence with our community by fine tuning an ever evolving always-on strategy.
WORKIN' MOMS x SAFE SPACE
To get Buick’s brand out of the past and into a place where modern moms could see themselves, we went to the hit show showing everyone what their lives are really like today. As parents, and providers. For the final season of Workin’ Moms, the team worked with the writers to create a series of placements that turned the Buick Enclave into a safe space for the main character, Kate, to vent about life and navigate her way through it all.
AWARDS:
One Show - Shortlist
Webby’s - Nominee
CMA’s - Bronze
BUICK CANADA x ENCORE GX LAUNCH
SAFE.SMART.SPORTY.
Launching the All-New Encore GX in North America alongside Canada’s sweetheart, Tessa Virtue, was gold. We ran an influencer-based strategy through both paid and organic creative on multiple platforms to support the launch - ensuring that everyone and their dog knew about the GX. It was a first-ever for the Buick line-up, and a brand new partnership with 3x Canadian Olympic gold medalist Tessa Virtue - nothing but an exciting journey ahead for Tessa, the Encore GX and our community.
BUICK CANADA x TESSA VIRTUE
On rhythm and in key - Virtue continued to inspire all generations (including the Buick target), by being true to herself. All which aligns with the brand's values and shines through her partnered social content. Tessa’s public dedication to her craft and passions in life, while using the Buick Encore GX Sport Touring to navigate through it all - allows her to be a role model for people who are also going after theirs dreams - especially in a Buick😎
BUICK CANADA x PINTEREST
📍17% of Pinners have looked up pins on their phones while shopping at a car dealership. When gearing up for a major purchase like buying a car, people do their research. That means turning to Pinterest to collect ideas, compare options and inevitably buy a car.
Our objective was to expand Buick Canada’s brand presence, increase relevancy, and modernize its identity. We positioned our creative assets within Pinterest, to serve as an organic “Always On” approach, grounded in user utility, and as an extension to paid campaigns. Repurposing brand ambassador assets like Tessa Virtue and Karin Bohn, only increased more views.
BUICK CANADA x TIKTOK LAUNCH
It's no secret - trends on TikTok are defining mainstream culture - so, it was time for Buick Canada to join in. We launched the channel with paid Tessa Virtue content to coincide with a larger Encore GX digital campaign. And created an always-on stream of content - repurposing clips that showcased Buick’s voice and personality through the Encore GX features. TikTok gives brands a place to be playful and try new things. We can learn quickly and optimize on a platform that is built for spontaneity, community and authenticity - this is where all brands should let go, and enjoy the moment.
FYI: 74% of TikTok users say that TikTok has inspired them to find out more about a product or brand online.
BUICK CANADA x INFLUENCER
The purpose of influencers is to insert your brand into the ‘everyday lives’ of your consumers. We decided to lean more towards micro influence - especially during a time where people were craving more than diy sourdough bread tips.
All equipped in the Buick Encore GX, Drea Wheeler was set off on a mini Canadian road trip with her life partner, and co-pilot Rambo 🐶 Drea served up all the right content, at the right time, and in real time - increasing the brands engagement and positive sentiment.
This approach allowed Buick Canada to inspire travel solutions when there were almost next to none - Canadians were due for a dose of Canada.