Jeep recently explored new avenues in its advertising, attempting to market themselves towards prospective SUV buyers on Yahoo.com, AdWeek reports.
The automaker recently ran a video ad campaign for the Grand Cherokee on Yahoo featuring 15- and 30-second spots. The videos targeted individuals who had recently researched vehicles online and who searched for SUV content from mobile devices. The campaign also targeted those who had shown an interest in both technology and lifestyle content.
“It was a little more than a native ad [buy]—it was the targeting behind it on the actual humans we were reaching out to,” Amy Peet, senior manager of digital marketing at FCA U.S., told AdWeek. “The creative is very prescriptive to [specific] people.”
Copy for the ads that succeeded touted the Grand Cherokee as a luxury vehicle, FCA said, properly appealing to the lifestyle demographic they set out to.
“If you look at the people we were targeting, they were people who had an affinity for lifestyle content like travel and shopping,” Peet said. “Luxury took off with the set of parameters we put in place. If we could go back, we would look at actually putting more creative pieces into the rotation.”