Jaguar Land Rover捷豹路虎
Annual social media integrated marketing services
We ran Jaguar Land Rover’s social program in China for a full year. The brief was to win over the next generation of luxury buyers, and by the end, fans were posting their own content about the cars.
Heritage, cut for mobileFans as storytellersYear-round
integrated social program in China
2
marques in one plan: Land Rover and Jaguar
3
content pillars, with fan campaigns as the third
The brief Younger buyers
Win over the people who’ll buy luxury cars next
Jaguar Land Rover builds cars around luxury, performance, and technology. The group puts serious money into sustainability and forward design.
In China, the brief was about age. Land Rover and Jaguar needed to reach younger audiences with social content made for them, and close the distance between the two marques and Chinese consumers.
And it had to last. The goal was a real connection with the next generation of luxury buyers.
What we had to bridge
Two marques, one plan
Land Rover and Jaguar each bring their own heritage and design language. Both had to come through in one program.
A younger eye
Content had to suit what younger audiences like to look at, on the platforms where they spend their time.
A gap to close
The brief named a distance between the brands and Chinese consumers. Social content had to cover it.
No off season
This was an annual program. The feeds needed fresh work through all 12 months.
Brand content Heritage and stories
Heritage, cut down for a phone screen
Two of the three pillars came from the brand side. Iconic content put the design language into short videos and imagery. Tailored brand stories carried the bigger themes.
Iconic content
Heritage and design language in short videos and still imagery, styled for what younger audiences like to look at.
Tailored brand stories
Innovation, adventure, and luxury, told as stories for young Chinese consumers. Some ran as posts, others as mini-documentaries or experiences fans could step into.
Fan campaigns User content
Then we asked the fans to post
The third pillar handed part of the feed to owners and fans. We invited them to share their own experiences with Jaguar Land Rover vehicles.
Rewards went to creativity and authenticity. That’s how enthusiasts turned into advocates for the brand.
How fans got involved
- Hashtags
- Challenges
- Contests
The most creative and authentic entries won.
What came back
A surge
in user-generated content about the brand
Fans posted about good experiences with Jaguar Land Rover, in their own words.
The year Results
A young fan community, built over the year
By the end of the program, engagement was up significantly and the follower base had grown. A loyal community of young enthusiasts had formed around Jaguar Land Rover in China.
Engagement
A significant lift on social
Across the program
Followers
Grew through the program
Fan content
A surge in posts from users
Sharing good experiences with the brand
Visibility
Up across platforms
Community
Young enthusiasts
Loyal, and centered on Jaguar Land Rover in China
What carries over
History can work for a young audience
It has to arrive short and look good on a phone.
Give owners a reason to post
Contests and challenges did that here, and the posts came back in the owners’ own voice.
Plan for a year
A community takes longer to build than a campaign lasts. A year-round program gave it room.
Services delivered
- Campaign
- eCommerce
- KOL
- Livestream
- Media
- Social
About the data: the results here are qualitative; no engagement or follower figures are published for this program. This case doesn’t cover budgets or commercial terms.
Let’s talk
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