Localised, multilingual content strategy and creation for Jeep

Developing a brand community and content strategy for EMEA markets

Client: Jeep
Sector: Automotive
Services: Magazine | Email | Video | Advertising | Events | Community

Brief:
Develop a brand community programme for Jeep owners providing compelling content and information unique to the brand’s customers.

Challenge:
Working with the Jeep EMEA team, Dialogue was tasked with developing a multi-language content strategy to harness the passion of Jeep owners and strengthen retention.

Results:

Dialogue launched ‘7 magazine’ in 2014 – an exciting magazine for the newly formed
Jeep Owners Group (JOG).

Harnessing Dialogue’s experience of developing the Harley-Davidson Owners Group, we designed and published the magazine in 12 languages with highly localised editions for international markets including Austria, Belgium, Germany, Poland, Italy, Canada and the UK.

Our role involved content planning, commissioning, writing, designing, photoshoots, video, event management and distribution of content across print and digital channels.

The magazine is regarded as a significant benefit of Jeep Owners Group membership, which is received on purchase of a new Jeep vehicle and thereafter for paying JOG members. Dialogue works closely with the Jeep marketing team in Turin, Italy, to align content to brand objectives and product launch activity throughout the year..

As the Jeep brand proposition continues to develop its market position, Dialogue’s guidance is central to this progression. Our content strategy still celebrates the rich history of the Jeep story but now reflects its strengthening prestige status. Our job is also to assist Jeep in streamlining all the various Jeep enthusiast bodies around the world into one umbrella brand to streamline communication.

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