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Rolls-Royce Motor Cars - many moments to drive engagement - iCrossing

Rolls-Royce Motor Cars - many moments to drive engagement

14/04/2015
Project Clients: Rolls-Royce Motor Cars

Achieving consistently high engagement rates, 8 times higher than luxury market averages

Challenge

Rolls-Royce Motor Cars is one of the world’s most iconic luxury brands. But how can they generate awareness of their exceptional quality and prompt consideration to own among new audiences, without damaging their brand equity?

Strategy

We create a unique narrative across carefully selected social media channels, inviting people #insideRollsRoyce to generate positive awareness via enthusiast engagement, and deriving digital benefits from physical marketing events and PR activities around the world.
 
We commission, collect and create appealing visual assets to share with online audiences. Collaborating with their team via a live calendar, we schedule Facebook updates, fuel discussions on Twitter and give fans the behind-the-scenes view via Instagram.
 
And our activity isn't just limited to the auto network - campaigns span many themes including art, fashion, entertainment and sport. They paint an aspirational picture of what it means to be a modern Rolls-Royce motor car owner, for those who hope one day to join the club.

Results

Achieved 122% fan growth across eight platforms in 2014
Fuelled 9.4m impressions and a trending topic on Twitter for #InsideRollsRoyce during a Channel 4 documentary and turned a footfall of 14,000 people attending the #InsideRollsRoyce Saatchi Gallery exhibition into over 30 million hashtag impressions
Achieved consistently high engagement rates, of over 4% against 0.5% average across the luxury market

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