As we learned the pandemic was here to stay, Buick sought ways to authentically connect with owners (while coping with substantial media budget cuts). We quickly developed a weekly communication cadence to support the owner’s state of mind while remaining true to brand pillars, highlighting unique ways to use a vehicle while stuck at home or in isolation. We also created a Spring Wellness Guide site experience and Pinterest content. Clients were thrilled with the content and performance, with email open rates 9ppt above our eNews average.