DWA | Merkle sought to raise the profile of the Cadillac XT4 SUV in Germany, a market teaming with well-known competitors. Their goal was to capture market share and enhance appreciation among prospective and aspiring luxury car buyers by highlighting Cadillac’s premium features. While they had rich brand personas, they struggled to activate them consistently to reach their desired audience.

DWA | Merkle leveraged the power of the Quantcast Advertising Platform to plan, activate, and optimize towards Cadillac’s affluent consumer personas. Starting with Audience Planner, Merkle partnered with Quantcast to design a custom audience of males, ages 35-50, with a high household income and an interest in Cadillac and competitive models such as Mercedes GLA, Volvo XC40, Audi Q3, and Range Rover Evoque. With access to massive, live first-party data, Quantcast’s machine learning engine dynamically evaluated advertising opportunities, refining the custom audience to unlock automotive buyers most receptive to the Cadillac XT4 SUV.

Quantcast’s real-time technology quickly honed in on the ideal audience : 79% male, with an average age of 43, and interest in business, real estate, careers, and personal finance. A brand lift study asking respondents “If buying an SUV, which brand would you consider?” found that the Quantcast campaign created an incredible 69% increase in positive brand perception. When planning, activation and measurement are tightly integrated, amazing things become possible.