
Buick:
Black-ish
ENHANCED THE BUICK BRAND WITH MULTICULTURAL AUDIENCES BY DEVELOPING A STRATEGIC RELATIONSHIP WITH SHOW CREATOR, KENYA BARRIS, TO ELEVATE BUICK’S INTEGRATION IN SEASON TWO AND POSITION BUICK TO BE THE SHOW’S PRIMARY BRAND PARTNER FOR SEASON THREE AND BEYOND.
Overview
The relationship between Buick and Kenya Barris began before Black-ish was picked up as a television show on ABC. Following the pilot, when it looked like the show would be picked up and put in the slot after Modern Family, Kenya suggested he wanted to do fewer, bigger brand partnerships to develop more robust storylines. We worked with Kenya to immerse him in the Buick brand, which resulted in multiple storylines, including the ad agency pitching the Buick account and Andre, the main character, gifting his daughter a Buick for her birthday. Buick was so pleased with their first years’ integration that we continued the partnership for two subsequent years and beyond.
Outcomes
Considerable paid search traffic increase for Buick post-episode.
523% spike in Buick website traffic during the episode airing.
GM brands are consistently given upstream opportunities within Kenya’s other properties due to the great relationship between Kenya and Buick.
Reel





