In the automotive world, new vehicles are often announced well before they’re actually available for purchase. This was the case for the next generation 2021 Cadillac Escalade. The pop culture icon had our audience’s attention, but how would we keep it for the better part of a year?

The Escalade Makers Series entertained and informed a handraiser audience via a 6-email campaign. Each email delivered exclusive behind-the-scenes content focused around the designers and engineers responsible for bringing Escalade to life. Through a carefully crafted CTA strategy, handraisers were directed down the purchase funnel over the course of the cadence to ensure our stories turned into sales.

The average metrics of all 6 emails outperformed 2019 Cadillac launch campaign benchmarks. PCTO rates, in particular, were considerably higher and open rates nearly doubled. The design is also setting new standards for the brand as elements from this campaign are being used to drive and define the future of Cadillac advertising look-and-feel. The Escalade Makers Series campaign is truly setting a competitive pace.