Jaguar: Engaging the right audiences case study


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Jaguar: Engaging the right audiences case study

  1. 1. Jaguar: Engaging the right audiences social we are
  2. 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. 3. You see, Jaguar has two very distinct audiences social we are
  4. 4. Those who are in-market to purchase a Jaguar now
  5. 5. And those who aspire to. The brand’s cheerleaders social we are
  6. 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. 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. 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. 9. To Jaguar’s new generation social we are
  10. 10. So we developed a strong understanding of our audience and the type of content they respond well to
  11. 11. Strong visual content works best
  12. 12. Certain post types drive the most engagement CHOOSE YOUR SPEC
  13. 13. Certain post types drive the most engagement ASPIRATIONAL
  14. 14. Certain post types drive the most engagement DRIVING MOMENTS
  15. 15. ✗   ✔     Lifestyle content needs an ‘automotive edge’
  16. 16. By understanding what content worked well, Jaguar became the most engaged with brand in our competitive set
  17. 17. But there were also some key rules to follow social we are
  18. 18. 1. Keep it interesting and relevant
  19. 19. We constantly evaluate the content we share on Jaguar’s channels in order to ensure continued high levels of engagement
  20. 20. 2. Grant exclusive access social we are
  21. 21. 52 years after the launch of the E-Type, in 2012 Jaguar re-entered the 2-seater sports car market
  22. 22. We ran exclusive teasers 2 months ahead of the launch
  23. 23. We devised a social plan that would bring the ‘invite-only’ VIP reveal event to life across the globe social we are
  24. 24. No stone was left unturned - from posting photos of celebrity guests arriving, to announcing Lana Del Rey’s surprise stage performance
  25. 25. But more importantly, we treated our communities to Jaguar’s first-ever social unveil social we are
  26. 26. As the F-TYPE was unveiled, we posted live updates across 11 global and local market channels simultaneously
  27. 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. 28. 3. Deliver real world experiences social we are
  29. 29. We put influencers and social advocates behind the wheel to experience Jaguar for themselves
  30. 30. 4. Build intrigue social we are
  31. 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. 32. 5. Reward and engage social we are
  33. 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. 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. 35. Questions for the team were submitted through twitter using the the hashtag #jaguarcricket
  36. 36. 6. Create desire social we are
  37. 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. 38. We sent influencers an augmented reality invite, revealing the teaser to them before anyone else
  39. 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. 40. In its first week it was viewed over 2.5 million times
  41. 41. 2012: A great year in Social social we are
  42. 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