Fiat Chrysler Automobiles

Connected Marketing Ecosystem

SUMMARY

We created a fully connected customer journey that re-established FCA as an industry leader.

In 2017, FCA – the parent company of Jeep, Alfa Romeo, Fiat and Chrysler  – found itself facing declining performance during a time when competitors were enjoying uplifts. FCA’s entire digital marketing framework needed an overhaul.

With a remit spanning digital production, platform management, website analytics, brand SEM, dealer SEM, CRM and social, we aligned the goals of the business to those of the consumer across the full customer journey.

Customising global Adobe tools to be locally relevant, we connected AdTech and MarTech stacks to allow end-to-end lead capture. By creating a connected lifecycle, we have re- established the value of marketing at FCA, transforming all three brands from underperformers to industry leaders across the board.