1. Jaguar:
Engaging the right audiences
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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?
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3. You see, Jaguar has two very distinct audiences
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4. Those who are in-market to purchase a Jaguar now

5. And those who aspire to. The brand’s cheerleaders
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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
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7. We engaged with this aspirational audience in order to help
strengthen brand equity and expand
Jaguar’s potential customer base
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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
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9. To Jaguar’s new generation
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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

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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
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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
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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
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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
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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
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28. 3. Deliver real world experiences
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29. We put influencers and social advocates behind the wheel
to experience Jaguar for themselves

30. 4. Build intrigue
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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
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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

36. 6. Create desire
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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
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40. In its first week it was viewed over 2.5 million times

41. 2012: A great year in Social
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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
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