From partnerships with social media influencers to sponsorships of HBO aftershows, Buick is trying to disband its legacy old-cars-for-old-people reputation by catering to a younger, affluent audience in platforms that already appeal to them.
“The whole world’s changing around technology and media and how people entertain themselves,” said Phil Brook, vice president of Buick and GMC marketing. “We have to think differently, act differently to attract customers.”
The 116-year-old brand has long tried to attract a younger customer base. Today, it’s taking unique measures to do so, tapping the platforms where one of its target demographics already spends time. It recently began advertising on Pinterest, working with HBO’s “Big Little Lies” and partnering with Instagram influencers who own Buicks. And, it has sponsored TheSkimm, a popular daily news roundup for millennial women. The broader campaign began in 2014, and since then, consumers’ opinion of Buick has risen 56 percent and…
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