Dadvertising Opps: Jeep features former Yankees player in new campaign, increases digital spend
Sales Lead: In the latest campaign for its luxury Grand Wagoneer, Jeep featured Derek Jeter, a former NY Yankees star.
- Made by creative agency partner Highdive, the campaign rolled out across TV, social, and digital media channels, and it will include print extensions in the future.
- Derek and his wife, fashion model and TV host Hannah Jeter, will promote the Grand Wagoner on their own social channels.
- Jeep doesn't see the pair as influencers or celebrity endorsers but "more as partners," per Jeep US advertising head Nicole Pesale.
- The brand will likely:
- Seek similar partnerships
- Though the Jeters aren't official influencer partners, their social media posts will still influence fans, so Jeep will likely pursue similar deals even if it doesn't use the titles of "influencer" or "brand ambassadors."
- Continue utilizing sports marketing
- Keep increasing digital spend
- Seek similar partnerships
- Target demographic:
- Millennial parents, particularly dads
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Jeep has spent approximately $132m on national TV commercials YTD, down 6% from the approximately $140m spent within the same 2021 timeframe.
- Last year: The brand spent around $175.7m on this channel last year after having spent 35% less, around $114.1m, in 2020.
- 2022 ad programming: Jeep's 2022 commercials have targeted male sports enthusiasts watching shows such as NFL Football, College Football, College Basketball, The Oscars, and MLB Baseball.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, the brand has allocated roughly $26.9m toward digital ads, 20% more than the roughly $22.5m allocated in all of 2021.
- YTD data: Jeep has earned ~3.4b digital impressions YTD via Twitter (28%), desktop video/YouTube (24%), Facebook (21%), Instagram (19%), desktop display (4%), mobile display (2%), and mobile video (1%) ads.
- Last year: In 2021, the brand's estimated full-year spend decreased 26% to $22.5m from that of $30.4m in 2020.
- Additional channel insights
- The brand utilizes radio and local broadcast.
- It holds planning conversations in Q2 and buying conversations in Q1.
- The Grand Wagoner's key markets include TX and NY, so Jeep will likely invest in localized advertising in these areas.
Additional agency insights:
- Opportunity: Get in touch soon to see if parent company Stellantis needs brand-specific PR assistance since it doesn't seem to currently have an agency partner assigned to these duties.
- Current agency roster (Jeep brand):
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Kantar.
