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Jaguar:
Engaging the right audiences
social
we
are
As a premium luxury brand, Jaguar, has been faced with a
challenge: how do they engage with a mixed audience
on social media without diluting the brand?
social
we
are
You see, Jaguar has two very distinct audiences
social
we
are
Those who are in-market to purchase a Jaguar now
And those who aspire to. The brand’s cheerleaders
social
we
are
During the past 12-months we have worked closely with
Jaguar globally to engage with, and take advantage of,
the enormous value Jaguar’s brand cheerleaders can add
social
we
are
We engaged with this aspirational audience in order to help
strengthen brand equity and expand
Jaguar’s potential customer base
social
we
are
8	
  
As a brand regarded for its rich heritage, one of our greatest
challenges was changing the perspective of the audience
from the old view of Jaguar
social
we
are
To Jaguar’s new generation
social
we
are
So we developed a strong understanding of our audience
and the type of content they respond well to
Strong visual content works best
Certain post types drive the most engagement
CHOOSE YOUR SPEC
Certain post types drive the most engagement
ASPIRATIONAL
Certain post types drive the most engagement
DRIVING MOMENTS
✗	
   ✔	
  	
  
Lifestyle content needs an ‘automotive edge’
By understanding what content worked well, Jaguar became
the most engaged with brand in our competitive set
But there were also some key rules to follow
social
we
are
1. Keep it interesting and relevant
We constantly evaluate the content we share on Jaguar’s
channels in order to ensure continued high levels of engagement
2. Grant exclusive access
social
we
are
52 years after the launch of the E-Type,
in 2012 Jaguar re-entered the 2-seater sports car market
We ran exclusive teasers 2 months ahead of the launch
We devised a social plan that would bring
the ‘invite-only’ VIP reveal event to life across the globe
social
we
are
No stone was left unturned -
from posting photos of celebrity guests arriving, to
announcing Lana Del Rey’s surprise stage performance
But more importantly, we treated
our communities to Jaguar’s first-ever social unveil
social
we
are
As the F-TYPE was unveiled, we posted live updates across
11 global and local market channels simultaneously
In the days following the event,
we welcomed over 35,000 new fans to the Facebook page,
and tracked over 2,800 uses of the #FTYPE hashtag on Twitter
social
we
are
3. Deliver real world experiences
social
we
are
We put influencers and social advocates behind the wheel
to experience Jaguar for themselves
4. Build intrigue
social
we
are
We drove intrigue around the reveal of the XF Sportbrake by
including its Twitter handle on the side of the camo-wrap
when it was first photographed
5. Reward and engage
social
we
are
To generate engagement around Jaguar's partnership
with Team Sky, we gave the community the chance to
win exclusive signed merchandise, unavailable anywhere else
As the official vehicle sponsor to the England Cricket team,
we hosted a live Q+A session with the England team in India:
to get front row seats fans registered through our app
Questions for the team were submitted through twitter using
the the hashtag #jaguarcricket
6. Create desire
social
we
are
As part of the F-TYPE launch, Jaguar have created
a narrative film series with Ridley Scott Associates
and Golden Globe winner Damian Lewis, called 'Desire’
We sent influencers an augmented reality invite,
revealing the teaser to them before anyone else
Lana Del Rey has also created an exclusive video
for her song ‘burning desire’, featuring the F-TYPE
which was released on Valentine's Day
social
we
are
In its first week it was viewed over 2.5 million times
2012: A great year in Social
social
we
are
On Facebook On YouTube
1.7m Fans
+240% in a year
3.2m Views
“The 3rd most engaged-with
UK brand on Facebook” Marketing
social
we
are

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Jaguar: Engaging the right audiences case study

  • 1. Jaguar: Engaging the right audiences social we are
  • 2. As a premium luxury brand, Jaguar, has been faced with a challenge: how do they engage with a mixed audience on social media without diluting the brand? social we are
  • 3. You see, Jaguar has two very distinct audiences social we are
  • 4. Those who are in-market to purchase a Jaguar now
  • 5. And those who aspire to. The brand’s cheerleaders social we are
  • 6. During the past 12-months we have worked closely with Jaguar globally to engage with, and take advantage of, the enormous value Jaguar’s brand cheerleaders can add social we are
  • 7. We engaged with this aspirational audience in order to help strengthen brand equity and expand Jaguar’s potential customer base social we are
  • 8. 8   As a brand regarded for its rich heritage, one of our greatest challenges was changing the perspective of the audience from the old view of Jaguar social we are
  • 9. To Jaguar’s new generation social we are
  • 10. So we developed a strong understanding of our audience and the type of content they respond well to
  • 11. Strong visual content works best
  • 12. Certain post types drive the most engagement CHOOSE YOUR SPEC
  • 13. Certain post types drive the most engagement ASPIRATIONAL
  • 14. Certain post types drive the most engagement DRIVING MOMENTS
  • 15. ✗   ✔     Lifestyle content needs an ‘automotive edge’
  • 16. By understanding what content worked well, Jaguar became the most engaged with brand in our competitive set
  • 17. But there were also some key rules to follow social we are
  • 18. 1. Keep it interesting and relevant
  • 19. We constantly evaluate the content we share on Jaguar’s channels in order to ensure continued high levels of engagement
  • 20. 2. Grant exclusive access social we are
  • 21. 52 years after the launch of the E-Type, in 2012 Jaguar re-entered the 2-seater sports car market
  • 22. We ran exclusive teasers 2 months ahead of the launch
  • 23. We devised a social plan that would bring the ‘invite-only’ VIP reveal event to life across the globe social we are
  • 24. No stone was left unturned - from posting photos of celebrity guests arriving, to announcing Lana Del Rey’s surprise stage performance
  • 25. But more importantly, we treated our communities to Jaguar’s first-ever social unveil social we are
  • 26. As the F-TYPE was unveiled, we posted live updates across 11 global and local market channels simultaneously
  • 27. In the days following the event, we welcomed over 35,000 new fans to the Facebook page, and tracked over 2,800 uses of the #FTYPE hashtag on Twitter social we are
  • 28. 3. Deliver real world experiences social we are
  • 29. We put influencers and social advocates behind the wheel to experience Jaguar for themselves
  • 31. We drove intrigue around the reveal of the XF Sportbrake by including its Twitter handle on the side of the camo-wrap when it was first photographed
  • 32. 5. Reward and engage social we are
  • 33. To generate engagement around Jaguar's partnership with Team Sky, we gave the community the chance to win exclusive signed merchandise, unavailable anywhere else
  • 34. As the official vehicle sponsor to the England Cricket team, we hosted a live Q+A session with the England team in India: to get front row seats fans registered through our app
  • 35. Questions for the team were submitted through twitter using the the hashtag #jaguarcricket
  • 37. As part of the F-TYPE launch, Jaguar have created a narrative film series with Ridley Scott Associates and Golden Globe winner Damian Lewis, called 'Desire’
  • 38. We sent influencers an augmented reality invite, revealing the teaser to them before anyone else
  • 39. Lana Del Rey has also created an exclusive video for her song ‘burning desire’, featuring the F-TYPE which was released on Valentine's Day social we are
  • 40. In its first week it was viewed over 2.5 million times
  • 41. 2012: A great year in Social social we are
  • 42. On Facebook On YouTube 1.7m Fans +240% in a year 3.2m Views “The 3rd most engaged-with UK brand on Facebook” Marketing social we are