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JEEP’S MULTI-CHANNEL CAMPAIGN

Jeep utilised print media to increase sales and brand awareness

To combat the consumer perception and market Jeeps more effectively in the growing SUV segment, Jeep embarked on a new strategic direction with the ‘Don’t Hold Back’ brand platform and in doing so coined the incredibly successful “I bought a Jeep” catchphrase.

How they did it

  • The marketing campaign dramatised the reactions of people hearing someone had bought a Jeep, and turned these reactions into a positive
  • The multi-media campaign utilised television advertisements, targeted online advertising and print media
  • The advertisements ran in numerous national and regional newspapers

The results

  • 39% increase in sales
  • Website traffic grew by 400% between 2011 and 2014
  • Engagement with the brand on social media was exceptional

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