IS IT POSSIBLE FOR A BRAND
TO AUTHENTICALLY OWN A DAY?
For the Jeep brand’s 75th Anniversary year, we set out to create a day worth celebrating. As the undisputed leader in 4x4 technology, what better day was there for Jeep to own than 4/4? In a series of targeted social content executions, we declared April 4th to be 4x4 Day and sought to engage loyal fans and inspire new ones.
To create excitement for the big day, we encouraged Jeep fans to #SaveTheDirt—empowering them to be proud of their vehicle’s rugged and dirty appearance and to abstain from getting a carwash until after their 4x4 Day adventures. We took our favorite #SaveTheDirt UGC submissions and included them on Jeep's channels with a shout out to our featured fans.
To coincide with our 4x4 Day content, we launched the Jeep brand’s organic Snapchat channel with a fan voting challenge in the form of a 6-day interactive vertical video story. In addition, we created custom national and dealer Snapchat filters.
After 4x4 Day, we surprised and delighted select fans with a Jeep branded keychain capsule, allowing them to save the dirt from their memorable 4x4 Day-themed adventure.
The 75th Anniversary culminated in a true celebration of the dirt and mud that Jeep vehicles wear as a badge of honor, when we took the #SaveTheDirt movement to the Easter Jeep Safari in Moab, Utah.
the Snapchat Story received
24 million views
42 million total impressions across all Jeep brand’s platforms
1.7 million user-generated posts
19% lift in social mentions