Q15 is based on the situation discussed here - In 2012, Buick, a brand of luxury cars that was marketed by General Motors (GM), tried to disband its legacy old-cars-for-old-people reputation by catering to a new, younger, affluent segment. Buick selected a new target market that they named Melina. Melina is a tech-savvy urbanite making a good salary who likes to treat herself to nice things - spa treatments, nice clothes, and night outs with the girls. For Melina, Buick launched a new luxury sedan called the Buick Verano. It had sharp looks, a well-appointed cabin, and an appealing retail price tag of $22,600. In 2012, when the Buick Verano was launched, the Buick line already had two mid-size luxury sedans - Buick Lacrosse ($30,200), and Buick Regal ($27,000). For the Buick Verano, a new style of advertising featured young women enjoying fine coffee, relaxing in beach settings, and driving the new concept, fuel-efficient vehicle. A well-balanced, traditional media buy, combined with a social media campaign introduced the vehicle to the market. Buick actually lent the Verano to young social media influencers. The goal was to get the influencers to spread the word via Facebook, Instagram, and Twitter