Sporting a paltry 2% market share and 1% share of voice the Nissan TITAN was due to make a statement for its 2020 upgrade. The campaign proved that our audience’s do-good ambition and ‘we > me’ mentality was a breakthrough strategy to capture import-open buyers. By tapping into passions found in qual & quant data we were able to develop messaging that lifted top-funnel metrics as well as converted sales at dealers.

As the lead strategist I partnered with a myriad of different teams from creative to media and data to calibrate the campaign objectives and conjure up breakthrough insights and comms planning. Despite the onset of COVID-19 the 2020 TITAN campaign showed that human insights amplified with smart media decision-making and robust testing can deliver a jolt to a struggling nameplate.

Case Study: 2020 TITAN

OBJECTIVE

Build awareness of the struggling TITAN nameplate
Lift emotional desirability of TITAN
Demonstrate TITAN’s size and capability to tackle any full-size truck project
Position TITAN’s standard tech & warranty differentiators for consumers

The convention of full size pickup segment focuses on ruggedness, raw power and an addiction to Americana heritage and tradition troupes

- 2019 Competitive Audit

Raw insights

86%

more likely to be interested in outdoor activities like camping, fishing or boating

26%

more likely to watch Spanish language television

10+

Hours spent per month volunteering at charitable organizations

STRATEGY:

DOING GOOD NEVER FELT SO BADASS

TITAN is the vehicle for those that put WE > ME. Our drivers are TITANs of their domains. TITAN supercharges their do-good spirit with the tech & tools to unleash their attitude to the next level

Our audiences

Men of the House

The techie outdoorsman - they use New Age gear and tools to enhance their outdoor adventures for the entire family.

Small Town Maker

Families looking to get closer by going deeper into the wilderness.

Truckin’ Urbanites

Ready to interrupt their plans to aid others, they seek a truck to maneuver their city in style with tighten awareness

Ladder Ups

They strive to be the handy person who’s supremely capable of galvanizing their friends and family

CREATIVE IDEA

TECH FOR DOING

The modern TITAN is a doer.

We live in a time where doing doesn’t

seem to involve so much, well… doing.

Not the Modern TITAN.

This is tech for moving, for acting, for changing, for building.

This is tech for doing.

The Return

Our television spot showcases the immensely long journey our modern TITAN goes on to return a dog to its rightful owner

Make it stand out.

Google Director Mix

By tapping into the rich array of YouTube content explaining “How To’s” and guidance we crafted 80+ targeted dynamic videos. By matching truck USPs to our audience’s passion as they searched we heightened relevance

Persona Driven Video

By matching the motivations and hobbies of our audiences to vehicle features we were able to develop a campaign ecosystem that varied for each audience

Comms Plan

Persona Landing Pages

We crafted specific landing pages for each audience. By connecting vehicle features we were able to do better articulate the vehicles benefit in the context of the audience’s lifestyle.

Additionally, these landing pages ultimately netted higher conversion rates and heightened perception the 2020 TITAN.

Content with a Hook

We built 3rd party resonance by briefing Group Nine’s Seeker & Hispanic publisher NGL to bring badass do-good stories to life. By pushing partners to illustrate our audience’s do-good ambition to the extreme we were able to lift TITAN’s favorability and consideration metrics.

The differentiated ‘do-good’ message stood out in the category.