Media Edge: Wrangler launches campaign amid digital spend increase
Media Sales Lead: Stellantis recently launched a campaign for the 2024 Jeep Wrangler and Jeep Wrangler 4xe, the latter of which is popular for its top-down, off-roading adventure possibilities. Made by Highdive, "Famous for Freedom" features a hip-hop anthem and promotes feelings of freedom. The song, Tubac Shakur's and Dr. Dre's "California Love," has not been used in an automotive commercial before, though it has been part of other types of advertising. Per Jeep brand SVP and head, Jim Morrison, Wrangler just hit its five millionth customer mark.
Key Lead Takeaways: Reach out soon since Stellantis will likely continue rolling out new work for the Wrangler ahead of the 2024 vehicle debuts.
Target Demographics: Millennial men
Key Spend Notes:
- Spend shift summary: Digital spend has increased this year notably.
- Planning period: Q1
- Buying period: Q2
Digital Display & Social Media Spend Analysis & Breakdown:
*Note that Pathmatics categorizes Wrangler under Auto*
- 2023 YTD Spend: $416.5k
- STP 2022 Spend: $363.7k
- 2022 FY Spend: $547.5k
- 2021 FY Spend: $1.8m
YTD YOY Spend Increase: 14%
YTD Ad Flight Breakdown:
- Q1 2023 Spend: $37.2k
- Q2 2023 Spend: $229.4k
- Q3 2023 Spend (to date): $150.6k
YTD Impressions: 78,291,200
Top Ad Types: Desktop display (64%) and YouTube (20%)
Top Purchase Channels: Direct (57%)
Top Publishers: Yahoo.com, YouTube, espn.com, autoblog.com, and Instagram
Top Industry/Vertical Spenders (YTD, by spend): Hyundai, Toyota, Nissan, Honda, Mazda, Chevrolet, and Volvo
Top Creative by Spend; see below: (note that not all creatives debuted in 2023).
Other Media Spend Analysis & Breakdown:
Vivvix: Digital and local broadcast
Recent & Upcoming Product Launches: 2024 Jeep Wrangler and Jeep Wrangler 4xe
Current Agency Roster:
- Highdive: Creative agency partner (since at least June 2022)
- Huge: Creative, digital, and social AOR
- DDB Chicago: Creative AOR
- Publicis Collective: Media AOR
- Arnold Worldwide: Creative agency partner
Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
Read more information regarding parent company Stellantis's recent spend and agency activity (yes, it's vulnerable to review!) here.
