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Why Buick Sponsored ‘Big Little Lies’ Aftershow

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Big Little Lies
2020 Buick Enclave Avenir
Photo: Buick

As a 116-year-old brand, Buick has retained a loyal base of consumers for years. However, Buick has recently been attempting to attract younger consumers to the brand with its social media marketing, including its sponsorship of a “Big Little Lies” aftershow.


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Buick partnerships and sponsorships

Since 2014, Buick has been expanding its marketing efforts to cover different social media platforms. This strategy seems to have paid off, given that there’s been a 56 percent increase in consumers’ opinion of the automaker.

A major part of the brand’s efforts went towards the hit HBO series, “Big Little Lies.” For the first season, Buick provided the show with the Enclave. Then, for season two, the Enclave Avenir was provided.

With the show’s success, Buick wanted to be even more involved for season two, so the brand sponsored “Big Little Live.” This aftershow appeared on Twitter and consisted of panelists discussing and analyzing each episode. As a result, Buick had a 20 percent rise in engagement.

You can check out one of the shows here:

In 2018, Buick also started to work with Pinterest, which reaches an astounding 83 percent of 25 to 54-year-old women in the U.S. Users could scroll through Buick images on the platform.

Buick also sponsored the media company, TheSkimm, in 2016. TheSkimm releases a Daily Skimm newsletter, which is aimed at millennial women. In 2018, the company began sponsoring the podcast, “Skimm’d from the couch,” which highlighted the Buick Regal TourX and the Encore.


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In today’s day and age, social media marketing is an important part of brands’ success. It will be interesting to see how the customer base of Buick evolves with its marketing efforts.

News Source: Automotive News