In 2017, Buick became the first automaker in North America to launch a local presence on WeChat— the Chinese social networking giant with over 1 billion users globally. The move was part of a larger strategy to connect with Chinese-Canadians.

At the same time, Buick had a gap in brand perception: while Buick is the highest-selling auto brand in China (where the average Buick owner is aged 34), in North America, Buick is perceived as a car for older, white drivers.

Consumer insights told us that young Chinese-Canadians are highly passionate about discovering hip, new eateries in the city. So we crafted a video content series that positioned the Buick Encore as the perfect compact SUV for urban adventures.

Local influencers from Toronto and Vancouver not only made the series feel more relatable, they helped amplify the content’s reach across the target viewership on WeChat and Instagram.

Credits:
Agency: McCann Canada
Creative Director: Waseem Shaikh
Group Account Director: Meghna Srinivas
Account Director: Amanda Portinari 
Production: Goldstein Productions
Post-Production: The Heist