Fiat Chrysler Automobiles (FCA): The Audience Hub

Fiat Chrysler Automobiles (FCA), the multinational automobile maker, improved reach and sales by streamlining its marketing efforts to find its core US audiences and tailor creative to those specific groups.

Campaign details

Brand: Fiat Chrysler Automobiles (FCA)Brand owner: Fiat Chrysler Automobiles (FCA)Lead agency: CadreonContributing agencies: UMCountry: United StatesIndustries: SUVs, 4x4sMedia channels: Programmatic displayBudget: Over 20 million

Executive summary

Fiat Chrysler Automobiles (FCA) was struggling. After assessing its performance and the targeting data of FCA's current marketing strategies, we discovered that more than 50% of FCA's digital shopper marketing efforts had overlapped. This was leading to serious inefficiencies, especially when looking at the highly competitive automotive market where only 2% of US adults actively shop for a...

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