For the last 50 years, Cadillac has remained a symbol of success within the Hip Hop community. For Hip Hop’s 50th anniversary, Cadillac sought to actively engage Black & multicultural communities to celebrate this undeniable journey together while aligning with Cadillac’s new all-electric ESCALADE IQ summer launch. ​

With the long-standing cultural relevance of Escalade among Black consumers and 90% of all Escalade music references occurring within rap songs, the strongest way to reveal the new all-electric ESCALADE IQ and honor the deep connection between hip-hop and Cadillac was to engage and celebrate Hip Hop legends of the past as we look ahead to the future of Cadillac and electric vehicles.​

Align Escalade’s connective history with its electric trajectory by aligning with Hip Hop artists/icons that have evolved in a similar way. Artists who embody the iconicism and power of Hip Hop through the 90s to the 2000s, and the evolution and vision of its future. Through artists like, Big Boi of Outkast, Cadillac became the affirmation of aspiration thanks to Big Boi and OutKast’s Iconic lyrics.

• Brand Awareness - 53.4M+ impressions, 3M+ views and 353K+ engagements with over 94% positive sentiment​
• Brand Consideration - 73% purchase intent among Black & Hispanic luxury intenders (37% above norm) ​
• 63% were either planning to buy and/or wanted to learn more about the Escalade/Escalade ESV – higher than any other Cadillac vehicle model across the Lyriq, Celestiq models and the V, CT, & XT series     ​
• 57% of multicultural luxury car buyers are motivated to learn more about Cadillac ​
• 700 ACE score among Black & Hispanic luxury intenders (2% above norm)​
• Additional Presence –  Press mentions across AdAge, Business Wire, Vibe, Rolling Out, Soul Bounce, Michigan Chronicle, and more​