Ram’s target customers love country music, and “Ram Country” music channel entertains and engages them
Ram Trucks, a division of Chrysler, builds tough trucks for outdoor enthusiasts. When market research and customer analysis showed that a large and growing segment of its target audience loves country music, Ram executives sought to deepen engagement with them. They wanted to sponsor a country music website that featured exclusive content, including live performances and artist interviews. To make that happen, they needed a partner that could deliver personalized and engaging online experiences at scale. Ram chose Yahoo!, and as this new case study shows, the launch of “Ram Country” on Yahoo! Music has been a major hit with the truck maker’s core audience.
“’Ram Country’ continues to drive more and more interest among consumers in all of the offerings of the Ram brand,” says Marissa Hunter, Head of Advertising at Ram Trucks. “It continues to be a catalyst for our growth.”
Hunter cited our outstanding production quality and access to country artists with helping “Ram Country” deliver “experiences that fans simply cannot find anywhere else.” The country music site has driven increased search and social media activity for the brand, she said, along with more traffic and longer visits to its website.
Check out the case study for the full story on “Ram Country.” And for a deeper look into all the ways your brand can advertise alongside Yahoo! premium content, check out these options as well as our programming guide.