Strategy. Creative. Brand.
Come out to stand out.
Pride Month celebrates all the ways our differences make us stronger. As a repeat sponsor of Motor City Pride, Stellantis set out to showcase LGBTQ+ support throughout the month of June and beyond across its several brands in the social space.
With activations inclusive of queer audiences, Ram Trucks, Chrysler, Jeep, FIAT and Alfa Romeo featured stories and imagery in day-to-day content with subtle and/or direct Pride messaging, while remaining true to brand roots and pillars.
It was vital to remain authentic and genuine to this audience, so cross-consulting with Publicis Groupe Égalité was key.
FIAT
The rainbow-wrapped FIAT is a staple at Motor City Pride, and fans are always excited to see it make an appearance for Pride month.
Celebrating Pride on FIAT channels was only natural as the brand already has credibility with this audience. The results were post engagement well above 250% over benchmark.
Alfa Romeo
The Italian-rooted brand inspired followers through educational and historically important locations in its Dream Drives Instagram Stories series.
Throughout the month of June, Alfa Romeo mapped out must-visit LGBTQ+ landmarks and legendary locations that in turn inspire us to dream bigger and drive for positive change.
From San Fran, to New York City, Chicago to LA—we brought visibility to queer history on the road.
Jeep
The adventure brand’s posts relied greatly on user generated content, given Jeep’s sense of community is one of the main pillars of the brand. Pride generated 8.5MM impressions, 460.3K engagements, and 223K story views. On in-feed posts, positive interactions outnumbered the negative by 5:1 or greater.
While engagement and performance was mixed across the different posts on the Jeep channels, there was no shortage of support and positive reactions from community members. We see inclusivity as a greater outcome than engagement trends and goals, paving the way for more authentic connection among new audiences.
Ram Trucks
Ram Trucks identified and connected with several real van owners to feature throughout the month on LinkedIn, Twitter and Stories, as well as a small business owner the brand had featured in the past in its Small Biz series.
With #VanLife trending, Pride Month was the best time to showcase multiple LGBTQIA+ owners who are creating incredible spaces inside their Ram ProMaster® vans.
