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Jeep Compass SUV

General Case Studies

Jeep Compass SUV

Date:

March. 16, 18

Summary

Jeep Compass SUV: Here’s how Jeep India launched all new SUV successfully with a Facebook Campaign. The complete case study

Jeep India Successfully Launched their All New SUV, the Jeep Compass with a Facebook Campaign

The automotive company Jeep India launched its all-new SUV, the Jeep Compass with a campaign story that successfully drove sales. Jeep went off-road, ran the Facebook video ads campaign to drive sales and Facebook got them 55% of all its online booking.

Jeep background story

Jeep India is part of the Fiat Chrysler Automobiles (FCA) India portfolio.  Jeep Compass is the all-new first of its kind made-in-India (fully manufactured and exported from India) SUV launch build for adventure. This upscale vehicle launch of Jeep Compass is in itself another proud achievement for the global automotive maker.

Jeep Compass - Jeep Background Story

Campaign objective

Jeep India main’s goal with this Facebook campaign was to drive an awareness of their brand, and especially about acquiring leads and increasing sales for the launch of this all-new made-in-India SUV.

Jeep Compass and the campaign

The solution Jeep India embarks on Jeep Compass, this all-new SUV is the adventure technology of shifting to a high gear. The #MakeInIndia initiative was what the SUV automaker marketer took up in bringing this campaign to life, and with this, the marketers used the Facebook platform to campaign this new launch of Jeep Compass with an aim to reach the target audience of people aged 25-45.

Jeep India used the full-funnel marketing approach for people to follow them up with their discovery, comprehension and consideration stages, and through all these, they were hoping to encourage people to consider booking by leaving a deposit to view or test-drive the Jeep Compass.

The campaign first ran a teaser with a video ad and acquired awareness about the upcoming SUV. Jeep then maximized its reach and frequency buying by showing ads to their prospective customers.


 

Phases of the Facebook campaign:

1st phase: Jeep installed Facebook pixel on the vehicle. The interested customers who then clicked through these, got to learn more about the features on the Jeep India website to track anyone who takes an action by clicking on their Facebook ads. For example, when someone visits their website and makes a purchase (an action), Facebook pixel gets triggered and reports a purchase. These customers were then grouped as Custom Audience and were again approached in the further stages.

2nd phase: Once the Jeep Compass was launched, the company then started running photo ads and carousel formats where they had showcased the features of the vehicle. The interested customers who then clicked through these, got to learn more about the features on the Jeep India website.

Jeep Compass - Facebook Campaign Phases

3rd phase: The campaign did not stop here and to encourage more online booking, a third phase was on a run elaborating more on the features displayed on the previous ads, highlighting the qualities and capabilities of the car.

Retargeting was employed in this phase where Jeep targeted people who have involved themselves in the other two phases, using the website information they acquired via the installed Facebook pixel.

4th phase: Jeep used lead ads to increase the chances of wrapping up sales. So those who have watched the video ads would form the Custom Audience, and these audiences will be targeted by the lead ads to acquire quality leads.

5th phase: To reach even more potential customers in a cost-efficient way, Jeep then created a Lookalike Audience based on its video viewers. With an audience like this one, the company created an Audience Network and extended their campaign beyond the Facebook network reaching people likely to make a purchase. This had Jeep’s brand metrics effectively boosted.

Facebook advertisement products used in the campaign

Carousel:

Jeep India achieved a variety of ad objectives using the Carousel format which gave them more space in driving the brand stories. The carousel format provided them up to ten carousel cards, i.e., a single ad with the carousel format lets you add up to ten images or videos, and each with its own link. This meant more creative space available for Jeep to use, and with this Jeep developed a story about the brand across each carousal card by highlighting different products, showcasing specific details about one product, service or promotion.

Using the carousel format, Jeep had the advantage of experiencing:

  • A roomier ad space to tell their stories or showcase their products
  • An interactive ad space, where people could see their whole story by just swiping or clicking through the carousel, and
  • A flexible ad space, having up to ten cards at their hand to show their creativity in the photos or videos stories.

Lead adverts:

Jeep India used Facebook Lead ads and acquired customized forms of quality leads for their business with the help of CRM integration support. Jeep had a way of an easy lead generation process with the lead ads, allowing them to have more conversations with a fewer drop-offs. All in all, lead ads meant for Jeep an effortless conversation between them and the customers.

The use of lead ads is especially thoughtful for mobile users where users had to just give in a few taps, and this would lead them to great things. So, people had to simply tab on the lead ad and there a form pops up, which is already prepopulated with the contact information people have already shared with Facebook. In this way, Jeep India has the form ready to be sent back to them, and this means they get the information they wanted. This is how Jeep generated a qualified lead for their business.

Customer acquisition with lead ads took could take many forms and Jeep went way beyond leads with this.

Video adverts:

Jeep Compass and the campaign - Lead the Way

Jeep used video ads in this campaign to move people with videos on Facebook, understand how people watch videos and then reached people on where they spend their time. Jeep did video ads in 2 ways:

  1. Video ads in Feed

Jeep reached people with video ads in Feed on noting the fact that people on mobile preferred shorter video ads of 15 seconds or less to get higher completion rates. Using this back knowledge having to do with video ads, Jeep India successfully shared their entire message where they got on the radar to make a connection in moving people towards sales.

 

  1. Video ads in stream

Jeep reached people with video ads in stream to share powerful mobile video coming in different lengths. Jeep shared this kind of complex messages by creating video experiences ranging from impressionistic to linear and focussed. Jeep told people a longer story and grab their attention with non-skippable, mid-roll video ads with ad breaks designed as non-disruptive as possible.

 

With in-stream video ads, Jeep expanded their reach beyond Facebook to other sites and trusted apps with Audience Network. They also used the pre-roll and mid-roll ads to reach more of the audience.

In this campaign, Jeep had the video ads in stream to their advantage:

  • It complementing their TV buys
  • It says things that resonate
  • It act as a test run for their video ad

Custom Audiences:

In this campaign, Jeep created a Custom Audiences to reach their customers and contact on Facebook using these three-powerful sources:

Jeep Compass - Custom Audiences

  • Contact lists: Jeep got their leads and customers on by connecting with their customers and contact on Facebook via data from user’s CRM system or consumer contact lists (phone numbers or e-mail addresses).
  • Website visitors: Jeep installed Facebook pixel on their website to connect with website visitors. Facebook pixel is actually a snippet of code which was used to create Custom Audience of people who have visited Jeep’s website. With the website traffic data of people showing interest, Jeep showed the ads to such people.
  • App users: With this campaign, Jeep went for a run to reach people who uses their app. In the app there is a snippet Facebook SDK 0 that is installed which created a Custom Audience of people who uses the Jeep’s app. With this audience, Jeep inspired app users to get to their product, the Jeep Compass which might interest them to buy.

Lookalike Audiences:

The campaign found people similar to Jeep’s customers and contact, most likely to respond to the Jeep ads, and under this Jeep created a Lookalike Audience to get connected with them as well. Jeep wanted to see a lift in their ads, and to truly reach people (potential customers) who hadn’t shopped with them.

Jeep Compass - Lookalike AudienceThe current customers are obviously the best customers, so Jeep aimed at their next customer as the ones looking like their current ones from this source of Lookalike Audience. With a Lookalike Audiences, Jeep got empowered with information of customers from:

  • Their site and the app,
  • People who have liked their Facebook Page
  • People in a Custom Audience.
  • The Facebook blueprint Audience.

Jeep fine-tuned their Lookalike Audiences to get better results and meet changing audience profiles. So, Jeep had their customers’ flow adjusted as per their need, by either added new audience sources or getting rid of the old ones.

Facebook pixel:

Jeep installed Facebook pixel, so that whenever someone visits their website and takes an action, an action will be triggered and reported by it. This way Jeep reached their customers and also created a Custom Audience from these to again reach these customers. When Jeep got more and more conversions on their website, they optimized their conversion and got better at delivering their ads to people who are likely to make a purchase with them.

Jeep Compass - Facebook Pixel

When Jeep installed the Facebook pixel, a snippet code came along with the installation and this very much helped their Facebook campaign in:

  • Measuring audience: Jeep measured the cross-device conversions from what they get to see, like on how the customers are moving between devices before they convert.
  • Optimizing audience: Jeep optimized their delivery by ensuring that the ads are shown to people who are most likely to take the action they want them to take.
  • Building audiences: Jeep created Custom Audiences from website visitors, and they had used the dynamic ads to have their product, the Jeep Compass automatically shown to people who have visited their website, or viewed any of the relatable product.
  • Tracking the website traffic: Jeep obtained rich insights of their website traffic from the Facebook pixel dashboard where they got to see how people use their website.
Marketing measurement

Apart from getting the website traffic, Jeep made a better marketing decision with this Facebook campaign by going through a Facebook measurement work insights of measuring and optimizing the ad campaigns. This lead Jeep to arrive at:

Jeep Compass - Marketing Measurement

  • Quality data: Jeep gathered people-based data rooted to accuracy, depth and scale of their platforms, getting to a way to quality data.
  • Valuable insights: Jeep tested ads and got the idea of tactics deserving performance credit, and the ones that don’t as well.
  • Business impacts: Jeep delivered the bottom line impacts against their goals and this way they had their campaign optimized.

The arrivals Jeep had from people-based insights had Jeep facing to the new marketing reality.

Campaign results

Jeep India ran this Facebook campaign and were on track from May 1- August 31, 2017. They did inroads awareness and sales, and they had accomplished the mark set in their Facebook video ad campaign with the following results:

  • The Facebook campaign collected 37% of all the digital online booking.
  • The ad recall had a 7-point lift
  • The product familiarity had an 8-point lift
  • The purchase intent had a 7-point lift

To get to know more about other relatable and popular case studies, connect with us at SuperX Growth Hackers (Branding & Marketing Company).

 

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