Fiat's digital strategy aims to target middle-class adventure seekers aged 24-35 through a social media campaign called "Find Your Adventure". The campaign will run for 6 months starting in May 2016 across Facebook, Instagram, and Fiat's website, encouraging customers to share photos of adventures in their Fiats for a contest prize. Key goals are to raise website views, social media engagement, and summer car sales through low-cost social posts and a photo contest promoting the brand message of finding adventure in a Fiat.

1. Fiat Digital
Strategy
By: Hannah Hickox

2. Target Audience
❖ Ages 24-35
❖ Middle Class Working Adults
❖ Heavily rely on digital sources
to get information when
considering a purchase
❖ Adventure Seekers

3. Big Idea
❖ This tag line will help drive the
digital campaign across all
platforms including their website,
Facebook, and Instagram
❖ “Find Your Adventure” picture
contest using social media
Find Your Adventure in a Fiat

4. Social Media
❖ Facebook:
❖ Post daily
❖ Use it to retarget customers back to website
❖ “Find Your Adventure” photo
contest:
❖ Get Fiat owners to post pictures on Facebook and
Instagram of their greatest adventures in their Fiats
❖ Use #FindYourAdventure
❖ Prize is an adventurous trip for 2
❖ Instagram:
❖ Post daily
❖ Promoted posts including carousel ads
❖ Native Advertising

5. SEO
❖ Use great key words so they always appear
at the top of the search page when people
are looking for a new car
❖ Example of key words:
❖ Fuel efficient, compact car, reliable,
affordable car, safe car, family car,
adventurous car

6. Display Advertising
❖Display advertisements will be on websites such as cars.com,
autotrader.com, and carfax.com
❖All of these ads would direct consumers straight to Fiat’s website

7. Metrics
❖ CTR
❖ Page Views
❖ Likes and mentions on Facebook and Instagram
❖ New followers on social media pages
❖ ROI
❖ CVR

8. Time Line
❖The “Find your adventure” campaign will run for 6 months
starting in May 2016
❖Start out heavily in spring and early summer focusing on
adventures in the warm summer months
❖The social media contest will start in May and will end at the
end of July, giving people lots of time to create their
adventures and send in photos

9. Budget
❖ Most social media posts are free because they are brand
created or consumer generated content
❖ CPC for promoted ads will be around $0.44
❖ Contest Prize: $4,000

10. Goals
❖ Raise website views
❖ Raise followers and likes on
Instagram and Facebook
❖ Raise mentions of Fiat on social
media due to contest and
campaign
❖ Raise sales of cars during the
warm summer months