#bbwgtkttj (Beep Beep, Who got the keys to the Jeep?) TikTok Launch
In case you didn’t know…peep it
The Jeep community has a love for their vehicles.
But, Black women go hard for their Jeeps. From the owners to the fans, they show up. Like most Black women, they don't have a platform. But, like most Black women, they create their own. We saw an opportunity to spread brand love with other groups outside of what is normally done. There is no shortage of Black influence on the mainstream.
Black women are trendsetters, and the power they have to influence the conversation around brands is unmatched. From Jeeping While Black, to Black Jeephers, there are exclusive social groups founded and run by Black women showing their love for their Jeeps. We thought, what if Jeep helped unify all of these groups in a way Black women can instantly identify with, and show off their love for their Jeep vehicles?
As it turns out, Missy Elliot's song The Rain, which features iconic lyrics referencing Jeep (Beep Beep, Who Got the Keys to the Jeep?), on the album Supa Dupa Fly, soon celebrates 25 years. And coincidentally, Jeep needed an authentic, meaningful social content idea to launch their TikTok channel.
In partnership with Missy, and the unique cultural hashtag abbreviation of the lyrics #bbwgtkttj, accompanied by an AR lens to customize their social posts, we proposed to start an endless game of catch across TikTok to show the world who's always had the keys.
