In 2018, the Jeep Compass was unlike any other Jeep before it. Made for urban exploration instead of off-roading, we used social data to find out more about our new target audience, and how to engage them.
Encapsulating the spirit of Compass
Our Set Your Own Course campaign found three heartfelt, inspirational stories that perfectly reflected the All-New Jeep Compass ethos. The campaign demonstrated that ignoring the naysayers and following your heart enables you to make a change. You could Set Your Own Course using the vehicle’s four themes: Capability, Design, Refinement and Technology.
Each story was chosen based on its relevance to these themes. And each one turned into a micro-campaign. These consisted of multiple hero videos, images and GIFs covering Facebook, Twitter, Instagram, Instagram Stories, LinkedIn and a landing page on the Jeep website. Using the overarching themes of each story: mental health, design, homelessness and technology, we also targeted dark post audiences.