Who is Jeep

Jeep is one of the most iconic and recognizable American automotive brands. Starting with the production of over 600,000 Willys MBs during World War II, Jeep quickly became synonymous with rugged and capable vehicles. Over eighty years later, Jeep still sticks close to its off-road roots, with the Wrangler JL and Gladiator JT setting the benchmark for trail capability. Now owned by Stellantis, Jeep continues to expand its offerings into larger markets with new models, like a revamped Cherokee and an all-electric Recon.

The Challenge

Jeep approached Kahn Media roughly two weeks before its New York City Cherokee launch, seeking a diverse group of local lifestyle creators and those with an affinity for the Jeep brand to generate coverage for its revamped SUV. With the overwhelming success of the New York City launch, Jeep once again selected Kahn Media to find another group of content creators to create significant buzz for the introduction of its all-electric Recon in Los Angeles. Seeking to broaden coverage beyond traditional automotive outlets, Jeep wanted to focus on lifestyle, tech, adventure and automotive-adjacent content creators local to the Los Angeles area.

Our Strategy

The Kahn Media team sprang into action, quickly building a target list of over 100 diverse content creators for Jeep’s critical launches of its new Recon and Cherokee models. Each creator was carefully vetted to ensure they aligned with the specific audiences that Jeep wanted to reach for each launch. After outreach to those on the list, the content creators who confirmed their attendance received a customized itinerary and travel plan, creating a seamless, personalized experience. During the event, attendees enjoyed a curated experience with Kahn Media acting as the liaison between the content creators and Jeep. Custom photoshoots featuring Jeep branding and exclusive access to Jeep’s new vehicles were also arranged to encourage authentic, high-quality creator content and social sharing. All of it was done cost-effectively, with no appearance fees incurred.

Key Steps Taken

•  Created an extensive list of content creators with diverse followings to align with Jeep’s desired audience.
•  Performed outreach to all influencers on that target list to invite them to Jeep’s pivotal vehicle launches.
• Focused on creators local to NYC and LA to keep costs down.
• Created a personalized experience for each content creator before and during the event.
•  Ensured that every creator had access to unique opportunities to generate exclusive content.
• Acted as the liaison between the content creators and Jeep.

The Results

The activation successfully generated massive organic buzz around the Jeep Cherokee and Recon launches, exceeding expectations for both reach and engagement while remaining highly cost-efficient. Both the Recon and the Cherokee were introduced to a larger audience beyond hardcore Jeep enthusiasts. Jeep’s satisfaction with both events helped lead to Kahn Media becoming its agency of record. Some vital stats are:

• 37.5 million estimated reach of all attending creators.
• 61 creator guests attended with zero appearance fees.
• 204 stories were posted during the event.
• 41 pieces of feed content posted by creators.
• $163,000 estimated spend saved based on creators’ rate cards.