Jeep Canada

The objective

Driving web traffic and consideration among the TikTok community

Stellantis, a leading global automaker of brands like Jeep, Ram, Chrysler, and Dodge, wanted to increase traffic to its Canadian regional offers pages for the Jeep Wrangler 4x4. Tier 2 automotive advertising is a collaboration between an auto manufacturer and their designated dealers. As part of a more extensive media buy, Jeep Canada looked to TikTok to test how the brand’s Tier 2 messaging would resonate with the TikTok community to drive conversions.

The solution

Revving consideration with a lower funnel conversion campaign

Focused on driving traffic to promote the Jeep Wrangler, Jeep launched its first Tier 2 TikTok campaign to test how lower funnel products could convert audiences to the website at a lower cost per lower funnel action (CPLFA).

The In-Feed Video Ad's creative promoted the 4x4 SUV by featuring an animated lineup of Jeep Wrangler’s vibrant, anything-but-white colours, like Snazz Berry, Gecko Green, and Fire Cracker Red. Meanwhile, following best practices like using a custom sound and big punchy text helped bring the ads to life in a catchy way that was sure to grab users' attention. Finally, to convert traffic, the videos included a call-to-action button to learn more about Jeep’s financing offers.

Jeep then used interest targeting like exercise & fitness, automobiles, and sports & outdoors to ensure the ads got in front of users who align best with the auto brand's target audience. Jeep also implemented TikTok developer pixels on its website to track different events and build out audiences to set up conversion campaigns optimized toward driving users to its website to learn more about the great vehicle offers for the Jeep Wrangler 4x4.

The results

Driving success for the Jeep Wrangler

Jeep used a test-and-learn strategy for its Tier 2 retail campaign, and like their SUVs, the campaign powerfully drove great success. The Jeep Wrangler campaign delivered an impressive 81% lower cost-per-click (CPC) compared to TikTok’s Canadian Automotive benchmark, with conversion rates also surpassing benchmark by 91%. Additionally, the campaign drove an incredibly efficient cost per lower funnel action, 49% better than Jeep’s digital/social benchmark.

Stellantis’ Jeep Wrangler 4X4 campaign was an excellent example of how lower funnel and consideration campaigns work for the automotive industry to drive awareness and consideration of vehicles, and ultimately traffic to auto dealers.