Jaguar. Copy of Nothing
JLR - BUILDING A HOUSE OF BRANDS
JLR didn’t want to just compete with Porche and Mercedes. They want to play against Ballenciaga and Louis Vuitton. We reinvented the company as a fashion inspired Modern Luxury House of Brands with a whole new look, feel, voice, attitude and message. I was responsible for this creative transition in all mediums, as well as overseeing all day-to-day organic and paid shared platforms.
Although it was a multi-channel approach using Meta, X, YT, TT, LI and more, we knew Instagram should be the center of the wheel for our Fashionista, Lifestyle and Adventure focus. Our IG feed was the pinnacle of our reinvention, informing our Films, DX, UI and CRM and all other comms, as well.
Defender - Embrace the Impossible
A/B Testing
We also A/B tested all brands with a more approachable style. Although our new modern luxury style was dominant, we did use this style for certain segments proving that testing and understanding our consumer segments pays off.
