It’s no secret that a strong online community is an integral part of social media success. But having a growing group of loyal fans is not about vanity metrics; it’s about finding people with a genuine passion for what you have to offer. From professional creatives and storytellers to everyday enthusiasts – fans, followers and friends of the brand can become true, trusted advocates across social media. But how do you build passionate communities and leverage their love for your brand, both online and offline?
Offline adventures create online brand advocacy
Across the region, multiple clubs of enthusiasts exist, uniting thousands of Jeep fans for off-road adventures and exploring the great outdoors – with a passion that translates into compelling and authentic user-generated content for social media. In addition, from my experience when it comes to working with content creators, it is clear that their endorsement is driven by passion rather than profit.
Support your supporters and community
Recognise that social media brand advocacy from your community is invaluable and powerful. One way in which we foster such strong, passionate communities is to support them with exclusive opportunities, access to new launches and hands-on activations where they can experience new models for themselves. As an example, we invited members of our Jeep community to be part of the new Jeep Wrangler launch at Untold Music Festival in 2024. The resulting video, which showcased the community’s excitement as they welcomed the new model, was broadcasted regionally, reaching millions.
Channel the power of user-generated content
In the UAE, our We Don’t Make Jeep, You Do campaign was a stirring short video comprised of user-generated content from our community. With its social media-friendly footage of off-roading, dune driving, travel adventures and more, it not only showcased the essence of the brand but functioned as a love letter to the people who live and breathe it.
On a global scale, our Famous for Freedom campaign showcasing the 2024 Jeep Wrangler was not created using user-generated content but did feature several real Jeep owners and celebrated the Jeep community and their adventurous spirit.
Take inspiration from your community
Some community trends even come from Jeep owners themselves. The ‘ducking trend’, created by Allison Parliament in Ontario in 2023, when she placed a yellow duck on a parked Jeep as a friendly gesture, sparked a community trend that touched Jeep owners around the world.
Locally, we hopped on this trend and adapted it into a fun competition. We created a new segment under our edutainment social direction called ‘Golden Duck’, and hid the ducks in adventurous landscapes, challenging local drivers to find them. This was the Jeep way to bring people from online to outdoors.
Brand evolution must be authentic
Authenticity can often be an over-used buzzword in the social media world, but I believe that authentic connection – being true to who we are and what our fans want – is the only way to build a community that lasts. Being authentic does not mean being static.
In fact, I believe that one of the most powerful things we have done is evolving beyond the typical expectations of what it means to own a Jeep. Through our social media content and campaigns – such as the more family-focused Born to Adventure campaign – we have demonstrated that Jeep is not reserved solely for the adrenaline lover or solo adventurer. Each model is as individual as its owner.
With that in mind, while continuing to strengthen our relationships with automotive and adventure specialists, we have also been working with social media content creators with more lifestyle and niche interests, whose brand values and passions align with our own. In doing so, we have made the Jeep brand more inclusive, growing our community – and our audience – in the process. All of this has been achieved without diluting our brand or compromising our message.
By Yara Yousef Maroun, Head of Marketing Communications, Jeep
