JAGUAR GUIDE TO MANNERS SOCIAL CONTENT

We launched two of Jaguar’s most important vehicles and helped it become the fastest
growing car brand in the U.S. by creating a tongue-in-cheek “guide” to etiquette.

CHALLENGE

Our goal was to double U.S. sales within one year. To make matters worse, the vast majority would be conquests,
many of whom had little to no knowledge of the Jaguar brand. So the solution had to generate awareness
and push people down the funnel to consideration.
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SOLUTION

We created a playful social campaign, where a man and a woman were constantly trying to one up each other’s manners, while organically demonstrating
key features of the Jaguar XE and F-PACE. Drawing inspiration from previous Jaguar campaigns, like Villains, as well as Jaguar’s partnerships with the James Bond
franchise, we infused everything with an intriguing and uniquely British sensibility that helped Jaguar stand apart from its competitors. The campaign included a series
of social videos, Facebook Canvas, GIFs and a tweet from Tom Hiddleston.

VIDEOS

Each of our 15-second videos showed off one or two specific features of the Jaguar F-PACE and XE.
Plus a 60-second master cut strung together to make a loose narrative that could be used for TV.

FACEBOOK CANVAS

Using Facebook Canvas, we created a series of bite-sized featurettes that let people
quickly explore some of the unique technologies the F-PACE and XE had to offer.

GIFS

To demonstrate unique features of both the Jaguar F-PACE and XE, we took most visually intriguing moments
from the Guide to Manners videos and put them into our social channels as a series of playful GIFs.

A CHEEKY HIDDLESTON TWEET

The proverbial icing on the cake for the entire Guide to Manners campaign
was a cheeky tweet from none other than the legendary Tom Hiddleston.

RESULTS

The proof, as they say, is in the pudding… combined with a variety of influencer and Facebook canvas activations, the Jaguar Guide to Manners
successfully launched two hugely important vehicles and helped Jaguar post a huge bump in sales to become the fastest growing car brand in the U.S.


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40,000+ views on Instagram


75% video views over benchmark


9+ point brand lift in ad recall amongst 35 to 44-year-olds


helped jaguar become the fast growing car brand in the U.S.

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