To portray the Buick Regal launch slogan “Be Allured Once Again” (让你一再心动).
To effectively reach the target audience and increase Buick Regal test drives across the nation.
We worked with China’s largest e-commerce platform Taobao to access our audiences saved carts (收藏夹), singling out the items they’d been most frequently viewing yet still reluctant to purchase. We invited them to share their reasons behind their interest in the new Regal.
All participants had the once in lifetime opportunity for Buick to purchase an item from their Taobao saved cart.
In addition, their traditional marketing campaign “Mystery Delivery” in Beijing, Shanghai, and GuangZhou, helped to broaden their brand awareness on social media.
Collaborated with Taobao to access its user data (demographics, buying & search history) for targeted ad-serving and content personalization.
Leveraging 120M unique visitors to Taobao daily to drive awareness to the Buick Regal campaign.