in 2018, Chrysler repositioned itself to become the relatable family brand of FCA; 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 three parent target audiences in mind: beginner, transitional, and seasoned. By doing so, the parent community increased 30% year-over-year and over 50% being female parents. We encourage you to embrace the “perfectly imperfect.”


To support the 2018 strategy, we gave Chrysler a redesign. Using Instagram as our testing grounds, a palette, post style, tone-of-voice, and content territory were created with the everyday parent in mind. 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.


To celebrate the 2018 Winter Olympics, we shot literal interpretations of popular sports featuring the Chrysler Pacifica.