Fiat tasked us with developing a strategy to boost sales of the entry-level Spider 124. Research showed that first-time buyers were drawn to the car's distinctive features and affordability. To reach this audience, we shifted our production and media budgets to a non-traditional, social-first approach. Our creative concept leveraged a popular meme while highlighting the car's unique features across hundreds of digital assets. This content served as both a lead generator and a link to a car configurator on-site, ultimately exceeding lead goals for the target demographic.