How Cadillac Uses Native Advertising To Create Positive and Authentic Brand Experiences Across The Open Web

on Native 101

In late October, Sharethrough took the stage alongside some of the industry’s largest automotive and media brands at J.D. Power’s annual automotive roundtable in Las Vegas. During the day, Sharethrough’s Chief Revenue Officer Mike Gaffney interviewed Cadillac’s Media Marketing Manager Hannah Feder to discuss the company’s use of external media partners and publications, as well as the the automotive giant's plans to set itself up for future success in the native advertising space.

Their 30-minute discussion covered a variety of topics, like Cadillac’s recent Dare Greatly campaign, how it is currently utilizing Sharethrough’s technology to optimize its native advertising playbook and the recent opening of its Cadillac House brand experience space in New York City.

You can watch the full video here:


The session focused on how Cadillac has used both earned and owned media channels to promote its Dare Greatly campaign.

When asked about Cadillac’s focus when partnering with external media outlets, Feder spoke of the company's priorities:

“Making sure we are following our brand pillars when creating content to make it look authentic. While also making sure that we are creating content that people will want to watch...

A major point of emphasis was ensuring our partner would be able to scale this content, so we get the reach and audience we were looking for.”

In addition, the company has recently invested a lot of its own resources into its new brand experience center, Cadillac House.

“The whole point of Cadillac House is that it is a place for us to amplify what we are doing with our content and media partners, and have a physical place to experience and interact with the brand,” said Feder.

Cadillac plans to use this creative space to provide consumers a physical extension of the brand, and further express what the Cadillac brand stands for through new partnerships. The list of partners includes the Council of Fashion Designers of America (CFDA), who specialize in innovative design for retail space, Visionaire, an art and culture collective who curates non-traditional, immersive and experiential works in an art exhibition area and JOE Coffee, a New-York based coffee-roastery located in New York.

The discussion ended with a look into the future for Cadillac and how they plan to construct their content marketing strategy.

“Our biggest investment in content, is moving to video,” said Feder. “If we are producing content with partners or third party automotive sites, if we are getting people to experience Cadillac in content we are producing, we want people to have a positive brand experience, whether it is on partner sites or on our site.”