Cadillac unveiled its all-new 2020 Cadillac CT4 sedan today on Instagram.
The General Motors luxury vehicle division joined Instagram in September 2012 and has 2.3 million followers. This
is the first time the automaker has revealed a vehicle on the social media platform.
The CT4 target customer is 25-35 years old with high engagement on social media, says Jason
Sledziewski, director of product marketing, Cadillac. They may be first-time Cadillac buyers.
“We made a strategic decision to launch a social-first campaign to meet the customer
where we know they interact,” Sledziewski tells Marketing Daily. “We leveraged Instagram to lead this campaign with its platforms focus on dynamic photography and video. Once
revealed, CT4 content will be rolled out across all channels including IG story and in feed, Twitter, Facebook, YouTube and Reddit.”
A social media campaign for the vehicle
virtually puts consumers in the driver’s seat. The campaign starts with the interactive Instagram story and will be followed by multiple video
clips on YouTube, Twitter and Instagram, all designed to appeal to viewers’ sensory nature.
Cadillac showed off the premium luxury and sport models on IG. The 2020 CT4 will be available
for ordering later this year. Pricing will be announced closer to the start of regular production.
The first-ever CT4 is designed to target a new generation of sedan customers, by playing up
its driving dynamics and an athletic design. Supercruise, the automaker’s proprietary semi-autonomous driver assistance program, will be available in 2020.
The vehicle “changes the
sport-luxury sedan game, fusing technology and performance in a distinctive design for customers who want to express themselves,” said Melissa Grady, Cadillac chief marketing officer, in a
release. “Because the CT4 is equal parts technology and performance, we wanted to reveal it in a way that would stimulate the senses and evoke emotions our customers might feel when behind the