Situation
A globally recognised luxury car brand faced challenges in maintaining its relevance within the UK market. Organic social media reach had declined significantly, and younger, tech-savvy audiences gravitated toward newer, more innovative competitors. While valued by loyal customers, the brand’s heritage and exclusivity risked being overshadowed without a more contemporary and engaging approach. Additionally, navigating the complexities of aligning global messaging with local market needs posed a significant challenge, often leading to content that felt inconsistent or disconnected.
Task
The goal was to develop a strategic content framework that bridged the gap between the brand’s global identity and local audience expectations. This framework needed to engage loyal enthusiasts who admired the brand’s heritage while also appealing to a younger, digitally native audience who valued innovation and modernity. The content had to work across multiple digital channels, reinforcing the brand’s premium status and driving meaningful engagement.
Action
I led a complete overhaul of the content strategy, starting with an in-depth analysis of customer insights, performance metrics, and competitor activity. From there, I identified key audience segments and their preferences, tailoring messaging and content formats to resonate with each group.
To balance global consistency with local relevance, I collaborated with stakeholders across global and regional teams, creating a scalable content playbook that allowed for flexibility in tone, imagery, and storytelling. The strategy emphasised the brand’s heritage while positioning its innovative technology as aspirational and forward-thinking.
The content was rolled out across digital platforms, with a focus on formats that encouraged interaction—short-form videos highlighting cutting-edge technology, user-generated content campaigns to celebrate brand loyalty, and thought-leadership pieces showcasing the brand’s engineering excellence. A deliberate effort was made to ensure all content felt seamless across global channels while speaking directly to the local audience’s interests and values.
Result
The new content approach delivered transformative results, including a +120% increase in engagement, a +158% rise in content shares, and a +99% growth in reach. The strategy not only revitalised the brand’s digital presence but also reinforced its relevance among younger audiences while strengthening loyalty among long-time enthusiasts.
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