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Ram Trucks
When Honesty Hits Like a HEMI
Can one campaign drive two comebacks?
Background
Ram wasn’t just facing headwinds; it was facing an identity crisis. The legendary HEMI engine was gone. Its new electric truck launched before buyers were ready. And fans had been waiting over a decade for Ram to return to NASCAR. Enthusiasm dipped, and sales slid. What the brand needed wasn’t another ad. It needed redemption. Something big enough, loud enough, and honest enough to remind people why Ram mattered.
Journey
We called the campaign RAMdemption, a digital-first push announcing two thunderous comebacks; the HEMI engine and Ram’s long-awaited return to NASCAR.
Momentum started with the CEO teasing a big comeback, generating online buzz. Then came the live reveal—where Ram dropped the bombshell: The HEMI was back in Ram and Ram was back in NASCAR. Ram did something automakers rarely do: It admitted to the world it had messed up. And fans loved the honesty.
From there, every channel roared to life. Influencers, social, site, and CRM worked together to spread the message, and the community rallied around it. CRM played a key role in turning the excitement into measurable action, re-engaging Ram’s base while pulling new fans into the fold.
Outcomes
Did Ram rise again? The results were record-breaking.
- 428%social media engagement
above benchmark
- 11.7Msocial video views
- 3xCRM click rate
over benchmark
- 750ksite visits
during launch week
- 9.5Bearned media impressions
- #1most successful social media marketing week
in Ram history
What can I say? It was a massive success. As the boss would say—LFG!
Nate Buelow, Head of Marketing at Stellantis
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