In 2018, Chrysler repositioned itself to become the relatable family brand of FCA (now Stellantis) ; a focus on the realities of family life and the demand for a minivan. The target demographic switched from the 300-loving owners to the busy-body, carpooling, Pacifica parents. With that, content reflected the humor, horror, and highlights with 3 parent target audiences in mind: beginner, transitional, and seasoned.
The Chrysler Instagram page saw a fan growth of 242% in 2018. This success carried over into Instagram stories, Facebook response memes, and Pinterest pins. The parent community increased 30% year-over-year and over 50% being female parents. We encourage you to embrace the “perfectly imperfect.”
ACD: Bryan Lark
Copywriter: Mary Flynn