How Jeep reached streaming audiences with “The Women Era” and cultural storytelling

Empowering women through innovative storytelling

Jeep collaborated with Freeda, the Italian Digital Media Company, to create "The Women Era," a five-episode series that draws a powerful parallel between Jeep’s legacy of conquering challenges and the journeys of modern women breaking barriers in society. The series, hosted by content creator Diletta Begali and cultural anthropologist Lucrezia Milillo, featured stories of Italian women making significant social, entrepreneurial, and cultural impacts.

"With ‘The Women Era,’ we celebrate the stories of extraordinary women who, with courage and determination, face challenging paths to achieve their goals and leave their mark on society," says Novella Varzi, Managing Director at Jeep Italy. "These protagonists are examples of resilience, capable of transforming challenges into opportunities, values that we share at Jeep. Like our SUVs, known for blazing new trails, they prove that every obstacle can be overcome. We are proud to support them on this journey, offering innovative and high-performing vehicles like the Wrangler 4xe, a symbol of adventure, sustainability, and the freedom to drive one's own destiny."

HAQM Ads multi-channel approach to drive reach and impact

Jeep collaborated with HAQM Ads to reach its audience through a multi-channel advertising strategy. Prime Video ads were used as the main service to inform Prime Video viewers about the new available content. On launch day, Jeep activated a first impression takeover (FITO) with 100% share of voice, ensuring “The Women Era” was the first ad impression of the day for Prime Video viewers.

The Connected TV (CTV) strategy extended to Fire TV, allowing the brand to reach audiences directly on their TV screens and guide them to the Prime Video series page with a one-click action. Feature Rotator, inline banner, and sponsored tiles were implemented on Fire TV, combining rotational and share of voice approaches.

The HAQM Ads suite of integrated services allowed the brand to maintain a consistent presence throughout the customer journey. From building awareness on Prime Video to driving consideration on Fire TV, HAQM Ads could guide the audience seamlessly through the funnel.

Additionally, HAQM DSP enabled remarketing actions on Prime Video viewers with online video and display formats, optimizing reach for those already exposed to the awareness campaign.

Exceeding expectations: Campaign performance and results

The campaign's performance provided valuable insights into the effectiveness of this innovative approach to content and distribution. On Prime Video, the series garnered 42,100 unique streams, accumulating 514,000 total viewing minutes.¹ The average viewing time per stream was 12.2 minutes, exceeding the target by 22%.² The campaign generated 96.3 million total impressions, surpassing goals by 118.85%.³

Technical performance offered encouraging outcomes. The Fire TV Feature Rotator recorded a 1.2% CTR, outperforming the 0.5% benchmark.⁴ Online video achieved a 93.1% video completion rate, exceeding the 75% benchmark and demonstrating the high quality and relevance of the content for the audience.⁵

The high engagement rates and video completion rate demonstrate the power of authentic, culturally relevant content, particularly for streaming audiences, and points to new possibilities in automotive advertising. Through this innovative marketing approach and genuine storytelling, Jeep not only increased brand awareness and consideration but also established a meaningful dialogue with its community.