Objectives

-Take Jeep 4x4 Day to The Next Level.

-The task was to activate 4x4 Day (April 4^th) on social media in a way that reaches beyond the brand's owned audience to bring widespread awareness to the brand holiday.

Strategy and Execution

Jeep Hair, Don't Care - Snapchat Lens

4x4 Day is all about getting out there. But not everyone can just take off, top-down, in a Jeep Wrangler and let it all hang out. To capture the Jeep spirit of open-air freedom and adventure, we designed a Snapchat lens inspired by the frequently used hashtag #JeepHairDontCare.

Results

The Most Successful Automotive Lens EVER!

Fans played Jeep 4x4 Day Snapchat Lens over 31.5M times, and used it over 3.8M times, making it the most used automotive lens of all time by roughly 15%.

Media