OBJECTIVE
For the launch of the 2008 Dodge Grand Caravan vehicle, Dodge required an effective tactic to create awareness, trial and sales among the highly sought after “mom” target demographic.

STRATEGY
Matchstick, a North American word of mouth marketing company, targeted influential mom bloggers based in six U.S. urban markets. 300 moms were selected based on their strong blog readership and active online presence, along with established target demographic and attitudinal criteria. Dodge “mom-fluentials” were then loaned the new 2008 Dodge Grand Caravan for an exclusive one-week test drive.

RESULTS
By focusing on key mom bloggers and online social influencers, Matchstick generated heightened awareness, trial and sales for the 2008 Dodge Grand Caravan. The number of total online and offline impressions exceeded program benchmarks as Influencers wrote blog postings and created user-generated content, such as YouTube videos, documenting their loan experience. Influencers further initiated trial of the vehicle, since family and friends also test-drove the car during the loan period. Matchstick’s word of mouth campaign created sales of the 2008 Dodge Grand Caravan with incremental vehicle purchases being projected over the next year as bloggers continue to talk about their Dodge experience.

Client: BBDO Detroit/Chrysler
Agency: Matchstick
Budget: Undisclosed
Date of Campaign: Fall 2007/Winter 2008