FIAT North America wanted to increase their association with the 2015 Women’s World Cup by utilizing Twitter to engage with soccer fans. The goal was to generate brand and product awareness around a newly released vehicle model, FIAT 500X, with custom video content that tied in with the global sporting event.
Cost Per View Efficiency Increase
Average Engagement Rate
Total Campaign Video Views
The real time audience insights generated by Amobee Brand Intelligence gave us the ability to authentically connect with soccer fans on Twitter during one of the most exciting sports events of the year. Video is a strategically important element on Twitter, and we were excited to maximize its effectiveness through our partnership with Amobee.
Jason Marchioni, Social Media Manager at Fiat Chrysler Automobiles
To maximize the brand’s presence during the event, FIAT and their agency, MediaBrands Publishing, developed four unique digital videos speciﬁcally to launch on Twitter.
Amobee Brand Intelligence generated audience insights to inform custom targeting segments as well as keywords and top trending topics relating to the Women’s World Cup, soccer and automotive. With Brand Intelligence’s real time capability, FIAT was able to activate media on Twitter with an agile, data-driven strategy and proprietary audience insights.
Twitter’s video card allowed Amobee to serve high impact content within those target audience feeds for increased visibility.
By leveraging Amobee for Twitter and Brand Intelligence, FIAT was able to utilize real time insights to gain a deeper understanding of what was driving relevant conversations around the Women’s World Cup, which led to an overall Cost-Per-View efﬁciency increase of 30 percent. Average engagement rate was also strong at 16.03%, emphasizing that the audience on Twitter found the auto brand’s video content relevant and interesting.
Amobee Brand Intelligence informed audience segments generated 33% more video views and 3X higher video view rate when compared to previous auto campaigns.