Digital Marketing

2018 - 2019
 Jeep Digital Footprint – Calendarisation

A M J J A S O N D J F M

Q1 Q2 Q3 Q4

• Jeep Trails • Ganesh Chaturthi • Diwali (Topical) • My Jeep Story

• Holi (Topical) (Topical) • Halloween (Topical)
• Limited Plus Launch
The Introduction
 Jeep – Introduction To The Year

• Jeep has become synonymous with the SUV category. For over 75 years, Jeep has consistently delivered high-
performance SUVs with extreme off-roading capabilities. But in doing so, it has alienated a much larger audience that
seeks more than off-roading abilities from their SUV.

• Owners around the world knew that the Jeep Life had much more to offer than just off-road adventures. It was time to
give the world a glimpse into this rich life that the Jeep offered.

• Surveys indicate that the SUV category has grown to 30% of the market*, which meant that there were plenty options
for SUV seekers.

• With social media becoming a vital touch point in the customer’s purchase journey, we decided against tripling the
budgets for social media and instead used the platform to tell the world a simple truth – “When you buy a Jeep, you
buy Jeep life.”

*Source: (https://s.nikkei.com/2IyL2yz)
The Objective
Jeep – Objectives Of The Year

To give Jeep
To become an
To give prospective owners a platform
Bring fans closer to aspirational brand
buyers a window a to engage with
the Jeep Life than for our audience &
peek into the Jeep fellow Jeepers and
ever before. generate inquiries
Life. turn them into
and leads online.
advocates.
Define the strategy
Jeep – Strategy For The Year

We decided to mirror
Jeep’s innovative ways and
tap into multiple mediums
Even an iconic brand like
to reach out to our
Jeep could lose itself To drive awareness and
audience via multiple
within the ever-changing consideration, we made
activities:
landscape of social media. sure that we were a part of
Offline activations that
our audience’s digital lives
were powered by online
The solution was simple. in the most relevant way,
activities
whilst giving them a
Hacking social media
Stand out just like our SUV preview of the life one
formats to create intriguing
does. lives when they buy a Jeep.
content for our audience
Create a sense of pride
amongst Jeep fans.
The plan
To appeal to different segments of the audience, our content had to
embody our brand motto and

“Go Anywhere, Do Anything”

Jeep doesn’t just allow people to discover hard-to-
reach destinations, but also helps them reach an
undiscovered side deep within themselves
 Presenting - The #MyJeepStory

Jeep is still known as the best in off-roading adventures. But, in the eyes of
those who drive it and those who aspire to own it, Jeep has now gone beyond
being just another option while buying an SUV, it’s now a lifestyle choice.
Total Views Total Views Total Views
4.2 million 4.2 million 4.2 million
A video series that showed capability in a format that couldn’t be replicated by
the competition
 Presenting – The 7 Slot Series

Next time, someone sees a seven-slot grille, they see capability, they see Jeep.
That’s recall value that money can’t buy.
 INSERT MORE VIDEOS HERE/STITCH
THEM TOGETHER

Total Impressions Total Views Total Interactions

1.3 million 201K 18.4K
We even got people to believe that they could do anything in a Jeep & even on
a social media post
Presenting – The Selec Terrain
Total Impressions Total Interactions
662K 4.6K
In the clutter of a million other pages fighting for your attention, we had to
stay on top of the game by innovating and experimenting with new formats
Presenting – Occasional Marketing
 INSERT more content HERE
Update results if required

Total Impressions Total Reach Total Views

562K 640K 106K
 More content to be added

Total Impressions Total Reach Total Views

561K 380K 131K
The results
 Just like the Jeep, we went everywhere.
Throughout the year, we gave our audience a glimpse into the Jeep Life.
 Jeep – Results Of The Year

Along the way, we made new fans

Organic growth in followers on Organic growth in subscribers Organic growth in followers on

Instagram on YouTube Facebook

144% 115% 144%

 And It Didn’t End There

Number of views for Total fans reached Total Impressions

all our videos during the year during the year 75.8M
21.25M

Leads generated
(April 2018 - March 2019)
 And It Didn’t End There

Lift in Brand Lift in Purchase

Interest Intent

Lift in Lift in Product

Consideration Interest
Thank you