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