Case Study from GoldSand Digital
THE PROJECT
At a crucial point for the evolution of the Jaguar Land Rover brand, the business took the opportunity to merge its retail sites across the UK and create ‘dual brand’ showrooms that accommodated both Jaguar and Land Rover models.
This change, however, could not slow down sales and excitement for the brand at a time when the industry was coping with the uncertainty that Brexit was delivering. How can the brand communicate global messages on the ground to the Jaguar Land Rover customer, and how can it be sure that the content is being received and that the content is triggering positive action?
GoldSand Digital was appointed to bridge the gap between the brand and the retail showroom and deliver, in a consistent and data-driven fashion, news of the updates to the brand while pushing leads and new opportunities to more than 200 showrooms up and down the country.
CONSISTENT VOICE
In the early stages of researching, testing and refining it was clear that there was little central control where communication is concerned between the brand and its network of customer-facing retailers. There needed to be a stronger relationship between the two, based on trust and appreciation of shared objectives.
To deliver a level of consistency across the UK, both the brand and the retail network needed some common ground and content was key.
DATA DRIVEN CONTENT
Content, when executed in the right way, has the power to deliver invaluable data back to an organisation and this was one of the requirements from Jaguar Land Rover: Deliver exciting and engaging brand messages to the customer base via their local retail group, but collate and help to analyse the data in order to support the brand’s evolution.
GoldSand Digital’s consultancy team worked with retail groups representing Jaguar Land Rover across the UK, spanning Edinburgh to Truro to deliver the right mix of local and brand content.
All of this sat in unique, a bespoke and mobile-first ContentHub designed and delivered with both the brand and the local retail group in mind.
With a rough split of 20% local content and 80% brand-led, GoldSand Digital was able to deliver a scalable product for the Jaguar Land Rover retail network.
THE CONTENT, IN DETAIL
Each quarter, a dedicated ContentHub was created and delivered to retailer databases and shared on social channels, targeting to groups:
- Exiting customers to update and engage with brand
- New customers looking to join the Jaguar Land Rover community
From model write-ups to local information related to stock levels and promotions, each retail group had the autonomy and editorial control to create their ContentHub in a way that would work in the most effective way for their audience.
Then AutoInsights, the digital dashboard developed by GoldSand Digital, tracked user behaviour and activity. Collating results and enabling the brand to, centrally, make decisions on how its customer was reacting to the manufacturer’s evolution.
This incredibly powerful data also supported the retail showrooms on a local level, helping them to bespoke communication to sections of their database where engagement was high on certain products and services. This tailored approach delivered significant increases in test drives, sales and revenue.
THE RESULTS
From a brand perspective the ‘helicopter view’ of how each local database was performing and reacting to content that it was feeding through the trusted local retailer, was invaluable. From a local perspective, retailers saw engagement with content rise by more than 100%, while the retargeting campaign that the data enabled generated £8m revenue in six months across multiple divisions within the UK.
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“GoldSand Digital’s digital solution was exactly what we were looking for to engage our customers and the wider local community. The editorial team are great at getting to the core of our challenges and identifying areas to target with their content. The digital dashboard is an invaluable tool to retarget data and maximise opportunities, and the campaign results speak for themselves.”
Debbie Tonks, Divisional Marketing for Jaguar Land Rover at Inchcape PLC
“Jaguar Land Rover was, and still is, a superb brand to work with and the challenge the business faced when we first crossed paths was ideal for the data-driven content and conversion specialists at GoldSand Digital. Drawing on a decade of experience, we were able to recommend and deliver a content strategy that united both retailer and brand. For the brand we could reflect the mood of the nation, and for the retailer we could drive results and revenue.”
Nick Golding, Strategy Lead for GoldSand Digital – Jaguar Land Rover project
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IN SUMMARY
- Global manufacturer
- Customer communication in UK was under-performing
- GoldSand Digital created bespoke customer journeys for retailers
- Utilised award-winning marketing platform and digital dashboard
- Segmented databases and retargeted based on ‘actual’ need
- Resulted in more than 100% increase in engagement rates
- Clear ROI scores on each campaign launched
- £8m revenue in six months across multiple divisions within UK
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ABOUT US
As the content and conversion expert, we work with global and fast-growth brands in finance and technology to accelerate growth and transform performance through intelligent, trackable content and deeper customer engagement. We have spent over a decade consulting with leadership and marketing teams, building and executing strategies that deliver exceptional digital performance via high performing content. Our scientific approach to content and conversion is called Swarm, and if you’d like to find out more about how this works and how it could influence high value traffic and conversion for your business, get in touch with the GoldSand Digital team.
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