Campaign details

Brand: Fiat Chrysler Automobiles (FCA)
Brand owner: Fiat Chrysler Automobiles (FCA)
Lead agency: Cadreon
Contributing agencies: UM
Country: United States
Industries: SUVs, 4x4s
Media channels: Programmatic display
Budget: Over 20 million

Executive summary

Fiat Chrysler Automobiles (FCA) was struggling. After assessing its performance and the targeting data of FCA's current marketing strategies, we discovered that more than 50% of FCA's digital shopper marketing efforts had overlapped. This was leading to serious inefficiencies, especially when looking at the highly competitive automotive market where only 2% of US adults actively shop for a vehicle in a given month. We determined the greatest opportunity for improvement began with defining FCA's core audiences, and tailoring creative to those specific groups.