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Take one of the biggest names in music today, the city of lights, as well as one of the most hotly anticipated sports cars of the year – and you’ve got the perfect foundations to mark the launch of Jaguar’s stunning new F-TYPE. So as Jaguar’s global social agency, this meant the pressure was on us last week to ensure maximum conversation around its glamorous reveal in Paris.
Working closely with Jaguar’s global comms team and partner agencies Spark44 and The Brooklyn Brothers, we devised a social plan that would bring the exclusive VIP reveal event in Paris to life across the globe, and more importantly – treat our communities to Jaguar’s first-ever social unveil.
This involved a comprehensive global community management programme that aligned all the brand’s social channels, both global and local, and planning the week’s activity down to the smallest detail. This ensured that no stone was left unturned – from posting photos of guests arriving, to announcing the moment when the gorgeous Lana Del Rey would take to the stage!
Myself and Ross were in Paris for the event, live-posting updates across a grand total of 11 channels simultaneously from the striking Musée Rodin (as well as rubbing shoulders with the likes of David Gandy and Alice Temperley!). Our plan also meant that local pages across the globe were geared up to share the festivities with their audiences, and eventually all eyes were on Paris.
Once the embargo on the F-TYPE lifted, we released the first video of the unveiled F-TYPE across the globe, allowing fans to see the F-TYPE in action before the silk had even been lifted at the Paris Motor Show, which began the following day.
In the days following the event, we welcomed over 35,000 new fans to the Global Facebook page, and tracked over 2,800 uses of the #FTYPE hashtag on Twitter – in turn helping Jaguar write the next chapter in its iconic history.