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...