This past April 4th, the Jeep brand celebrated it's first annual 4x4 Day, with a campaign centered around a call to "Save the Dirt." This involved UGC aggregation and the launch of the Jeep brand Snapchat channel.
The Snapchat launch included fan voting on the top Jeep vehicles, as well as a national filter. To create excitement for the brand's big day, we encouraged Jeep fans to #SaveTheDirt by empowering them to be proud of their vehicle's rugged and "dirty" appearance and to abstain from getting a car-wash until after their 4x4 Day adventures. The dirt from any adventure—from mudding to urban jaunts—is a badge of honor for Jeep 4x4 drivers and enthusiasts.
As part of celebrating the brand's 75th anniversary, we created a campaign around 4x4 Day (March 4th), making it an official holiday to celebrate our fans, owners, and all things Jeep. Leading up to the date, we asked our owners to Save The Dirt, to get as dirty as possible, forego the carwash, and share their best photos. For Jeep vehicles, dirt is a true badge of honor, adventure, of going anywhere, and doing anything. And as a brand, we wanted to celebrate that pride. To increase our reach and share of voice, we furthered the campaign by launching our official Snapchat channel with an interactive, bracket-style vehicle faceoff, along with a custom Snapchat filter that allowed our fans and owners to share how they were spending their 4x4 Day.
We paired 4x4 Day with the launch of the Jeep brand's Snapchat channel, along with the implementation of a national Snapchat filter. We saw 1.7M filter uses. Additionally, our hard work earned 9.8M impressions, 2.2M engagements, and 223K video views across all channels.
The success we saw for our first ever 4x4 Day exceeded the success we saw during Super Bowl 50 - with two successful ads - one of which one a Clio Award.
There were 5,235 total brand social mentions regarding 4x4 Day (March 20- April 13).
Mentions saw a spike on 4x4 day (April 4), accounting for 51% of total 4x4 day mentions in this timeframe.
Sentiment around the program was positive, with people posting about how much they love their Jeep, stating "Happy 4x4day!" and sharing photos using either the Snapchat filter or the hashtags #SaveTheDirt and #4x4day.