- Fiat Chrysler Automobile (FCA) brand Jeep unveiled a global social media campaign for its Renegade subcompact SUV featuring members of pop group Now United. The carmaker its targeting first-time buyers with daily and weekly shows on YouTube and branded posts on Instagram, TikTok and Twitter, per an announcement.
- After a series of branded teasers on Now United's social media channels, the campaign launched on March 7 with the release of the group's song "Come Together." The music video, which shows the Jeep Renegade and band members wearing uniforms with the brand's logo, generated 1.8 million views in its first 24 hours.
- Jeep brand integrations also will include live performances by Now United, whose summer tour begins in Brazil. Simon Fuller, creator of reality competition show "American Idol" and manager of the Spice Girls, formed Now United with 15 singers and dancers from different countries. The group has 40 million fans worldwide, per the announcement.
Jeep aims to reach a global audience of first-time car buyers in its collaboration with Now United, a multicultural pop group formed to appeal to Generation Z. By creating original content for social channels including YouTube, Instagram, TikTok and Twitter, Jeep can reach younger consumers who follow the group and are averse to traditional advertising. Now United has 3 million subscribers on YouTube, 2.5 million followers on Instagram and 343,000 followers on Twitter, and this year announced a marketing partnership with Pepsi.
Jeep's brand messaging for the Renegade is presented seamlessly with Now United's performance in the music video and social media posts. The idea is to create original content that people are more likely to watch, while positioning Jeep as a fun-loving brand for young adults.
Original music is a tactic more brands have added to their campaigns as they move past ad jingles and try to boost digital engagement. Jeep's campaign for its Wrangler, a mid-size off-road SUV, also includes original music as part of a multichannel marketing effort aimed at brand enthusiasts.
FCA doesn't provide global sales figures for the Renegade, although its unit volume fell by 21% in the U.S. last year. Jeep this year stopped selling the Renegade in Australia, citing the weak Australian dollar that made the vehicle less affordable to car buyers in the country, CarsGuide reported. Looking ahead, the coronavirus outbreak is forecast to have a negative effect on the demand for cars worldwide, researcher LMC Automotive said in a report cited by Bloomberg.