Content drives a successful brand future: Jaguar PACESETTER Magazine
Challenge
Jaguar Land Rover is the UK’s largest car manufacturer known for SUVs, off-road vehicles and luxury sedans.
With the launch of their first electric car, I-PACE, the tone was set for a new era. With advanced concepts of mobility and technological development, Jaguar noticed its target audiences now required a fresh approach to communication. In this case, “entertainment first, automotive second”.
Jaguar’s I-PACE target audience included a diverse, younger, more feminine, urban and independent group. Coupled with their affinity for e-mobility and digitalisation, the new audience also favours a more progressive and sustainable lifestyle. In order to include e-mobility and address the new target audience, with the support of LEWIS, PACESETTER – a content hub in the guise of an online magazine – was launched.
Strategy
Editorial Storytelling: I-PACE sets the pace
Stories are the heart of content with the new I-PACE. As a medium between corporate publishing and content marketing, PACESETTER tells stories about digitalisation, sustainability, fashion, sports, travel, mobility, motor sports and much more. The influencer-based lifestyle magazine also reports on people, ideas, products and companies that not only keep the pace, but set the pace in their field. Operating as content creators and not as advertising partners, Jaguar enlisted the LEWIS editorial team, bloggers and influencers to ensure a credible mix of topics and relevant content.
Likeable and shareable
Selected content partners and influencers were able to share their content on the PACESETTER platform, as well as provide brand exposure through their own channels. When it came to the distribution of editorial stories, features and interviews, we ensured the presented people, brands and products fit the specific channel of communication. In addition to continuous SEO, Jaguar’s paid and native approach to media channels aligned with targeted framework and constant increase of reach.
Results
Since the launch in April 2018 there has been:
- more than 80 articles published in PACESETTER Magazine
- more than 150,000 page impressions
- a social reach of over two million
- average retention period longer than two minutes
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