With the rapid growth in the NFT market (valued at $22B as of 2023 with 220x growth since 2021) and the opportunity for a more diverse range of artists to gain exposure given traditional art spaces are often highly homogenous consisting of 85% white and 87% male artists, there is opportunity to spotlight Black music and Black art in unexpected spaces.
CADILLAC
Black Future
TELEVISION
Cadillac Black Future
Case Study
Insight
With an overall focus on raising visibility & transforming market expansion for Cadillac, the strategic focus for the ‘Black Future’ campaign was to engage aspiring affluent multicultural millennial and Gen X luxury intenders -- engaging underrepresented communities in today’s marketplace.
Case Study
Solution
Feature the all-new and limited-edition Escalade-V alongside rap artist and car aficionado, Killer Mike -- with the focus on celebrating the Power of Black Promise, Black Art, Black Music, and Cadillac’s connection with Black consumers across the generations while showcasing the power of the new Escalade-V.
Case Study
Results
- AdAge Finalists
- 5M+ consumers reached across social, digital, broadcast & more with 1.2M+ video views with 70% overall positive sentiment
- BRAND CONSIDERATION : Exceeded monthly handraiser acquisition average by 65% for Cadillac’s Audacity hub. 74% of multicultural luxury car intenders were motivated to learn more about Cadillac
- BRAND ENGAGEMENT: Achieved 55% of NFT sales goal within the first week of launch, securing the baseline $20k donation to the Save the Music Foundation’s J Dilla Music Tech Grant focused on young future leaders in music & tech innovation – with the baseline donation milestone secured, Cadillac then increased the total donation to $55k
- ADDITIONAL PRESENCE : Press mentions across AdAge, Ebony, Rolling Out, Hip Hop DX, and more.