Condé Nast's new branded content studio 23 Stories has landed its first major client, Cadillac. The yearlong digital-only campaign starts in November and will be made up by 55 pieces of content, comprised of short- and long-form videos and articles, distributed in eight magazine brands -- Architectural Digest, Vanity Fair, GQ, Condé Nast Traveler, W, Details, Wired and Bon Appétit -- as well as Cadillac's digital channels.
Articles and slideshows will have a small Cadillac logo beside the byline and videos will either open or close with an intertitle mentioning Cadillac, like in this trailer for W's cover story:
The campaign, titled "Dare Greatly," won't be tied to a specific model, and it is an effort to rejuvenate the brand and create awareness among affluent millennials, according to Cadillac's CMO Uwe Ellinghaus. "Younger generations read lifestyle magazines, not automobile ones," he said.
23 Stories, he said, was a great match because it went beyond the common native ad or advertorial. "We did the stories together," Mr. Ellinghaus said, mentioning the involvement of editors from Condé Nast brands in the campaigns. Another video will show editors and reporters from Vanity Fair, GQ and Condé Nast Travelers discussing methods for covering important pieces for their magazines.
Condé Nast will also share data with Cadillac such as open rate, time spent and unique visitors, said Mr. Ellinghaus. In doing so, the brand will test the content's acceptance and adjust it if necessary.
Data was also used to determine which kind of content would work better with Cadillac's target audience, said Edward Menicheschi, CMO of Condé Nast and president of the Condé Nast Media Group.
The move ties into Cadillac's play for the fashion crowd, such as its recent airlift stunt during New York's Fashion Week this past September.
Mr. Ellinghaus says while other motor brands target baby boomers and generation X by sponsoring sports and big events, Cadillac wants to explore different opportunities. "We have a higher chance with millennials because they don't see Cadillac as their grandparent's car. For them, those are BMWs."