In the beginning of 2020, Ram Trucks had every intention to deliver on the hype for the most anticipated and most eagerly awaited Ram Trucks reveal ever—the Ram TRX. Not even the Covid-19 global pandemic, which forced a half-point direction shift, could keep us from giving fans what they wanted. 

Through an all-digital launch, leveraging the most robust integration between platforms in Ram’s history, our team was able to reach consumers in groundbreaking numbers, working seamlessly across Site, Social, CRM, and Community Management. 

The social media strategy was comprised of a three-phase, channel-specific content plan for Facebook, Instagram, Twitter, GIPHY and YouTube, which raised awareness, built engagement through nocturnal community management, and drove traffic to site.

The Power Has Shifted

The Reveal Plan

Ram Trucks hosted a live reveal of the TRX truck on YouTube and Facebook Premiere. To support it, we coordinated several Instagram, Facebook and Twitter posts, set to go live the moment the truck first hit the screens.

This approached ensured that our feed would be filled with engagement-ready, shareable content when the livestream ends, without prematurely revealing any embargoed truck imagery. Additionally, we leveraged many different Instagram media formats (i.e. IGTV, Reels, Carousels, Boomerangs, Frame Hacks, etc.) and it gave every Ram fan something to love—and every competitor something to fear.

Our team had previously started a grid image in the week leading up to this day, through strategically stitching together thumbnails of several teaser videos.

This approach allowed us to leverage many different Instagram media formats (i.e. IGTV, Reels, Carousels, Boomerangs, Frame Hacks, etc.) and it gave Ram fans something for everyone to love.