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Male Media Opps: Jeep features Jalen Rose in new campaign

Boulevards, the campaign will run for six weeks across social and digital channels including Facebook, Twitter and Instagram, along with Facebook, Twitter, Instagram and the Wagoneer vehicle's social and digital channels. Per the press release, Jeep's new campaign is an effort to introduce the Grand Wagoneer to African-American audiences. I suggest sellers contact soon to secure last-minute ad dollars.

Per iSpot, the brand ended up spending approximately $174m on national TV commercials in 2021, up 52% from the approximately $114.1m it spent in 2020. Jeep's 2021 commercials targeted male sports enthusiasts watching shows such as NFL Football, College Basketball, College Football, the 2020 Tokyo Olympics and MLB Baseball.

In 2021, Pathmatics reports Jeep allocated roughly $17.9m toward digital ads, 41% less than the roughly $30.2m it allocated in 2020. The brand earned around 2.2b digital impressions last year via Facebook (45%), Instagram (24%), desktop display (12%), desktop video (12%), mobile display (4%) and Twitter (2%).

As you can tell, TV spend is rising while digital spend is dropping. The data above hints a target demographic of millennials and Gen-X, but the fact that this new campaign consists of digital and social ads hints one of Gen-Z as well. Its target demographic does have a strong male skew. Also keep in mind it's an effort to reach a wider audience of Black consumers. According to Kantar data, Jeep also invests in local broadcast. It holds planning conversation in Q2 and buying conversations in Q1.

Agency & martech readers - Parent company here.