Case Study: Cadillac achieves a 69% brand lift with Quantcast

Cadillac revs up awareness and consideration among key audiences

Cadillac, the luxury marque of General Motors, tasked DWA | Merkle with raising awareness and consideration for the XT4 SUV in competitive Germany. Although they had detailed brand personas, the team struggled to consistently activate and reach the affluent, prospective luxury‑car buyers they needed to win market share.

Using the Quantcast Platform and Audience Planner, Merkle built a custom high‑income audience (males 35–50) with interests in Cadillac and rival models, while Quantcast’s Ara machine learning continuously refined targeting using live first‑party data. The campaign found an ideal audience (79% male, average age 43) and drove a 69% increase in positive brand consideration in a brand‑lift study.

Cadillac