The primary objective was to utilize the popular band Of A Revolution (O.A.R.) to create an entertaining, custom, off-roading video that highlights the fun, adventure and rugged capability of the Jeep Wrangler to amplify the Tier 2 Jeep on the Rocks Summer Concert Series sponsorship.
We set out to amplify Tier 2's sponsorship of the Red Rocks concert series in which OAR would perform on 10/4/14. Our KPI Benchmarks were based on impressions paid, earned and owned for totals of 120K, 292K and 1.546M respectively.
Jeep's OAR video on Twitter drove nearly 4.6M impressions and 38k on engagements with Twitter cost per view 50% more efficient than the auto industry benchmark. Jeep's OAR video on Facebook drove over 3.5M impressions and 369K engagements.
Posts from OAR pages proved to be a successful tactic delivering a 50% higher engagement rate than overall average video view rate (at 10%).
The campaign ultimately delivered a very efficient cost per view that effectively hit the target of 18-34 years old with all organic posts far surpassing the average October post metrics across the Jeep brand social channels in terms of impressions, likes, comments, clicks and shares.
