Jaguar Revs Up Social to Mixed Results

Like many brands, Jaguar is going social crazy. It broke a campaign on Facebook and YouTube last week meant to convey its seductive, emotional, unique and energetic side — and help the automaker to skew a bit younger than its typical 40-50 year-old consumer. Jaguar has 1.1 million likes on Facebook.

The “Alive” campaign marks the first time that Jaguar is using social media as a debut platform for one of its campaigns. So far, it’s rough going, at least by public numbers. Since it debuted on Feb. 27, the video has just 732 likes on Facebook and has drawn 28 comments. It has been shared 105 times. On YouTube, it has only 5,000 views. Those are hardly numbers that would qualify as a hit.

Still, the tactic of using social channels makes sense, according to Matt Wurst, director of digital communities at 360i, which didn’t work on the campaign.

“Social media can be a great way to reach a younger demographic comprised of digital natives — consumers who grew up with greater control over what marketing they experience and how they experience it,” he said.

The Jaguar campaign broke Feb. 27 when the TV spot was debuted on the automaker’s Facebook page and YouTube channel.

The Jaguar campaign also features creative that will run as a homepage-takeover ads on websites like the Wall Street Journal, and Additionally, Jaguar is currently working on a series of video shorts in support of the Alive campaign and will start seeding them in mid-April.

“Digital is one of the most important touchpoints in the shopping process and is where shoppers go to gather information before heading to the showroom,” said Joe Torpey, communications manager at Jaguar North America. “We want to ensure we make it easy for our target audience to learn about and discover what Jaguar stands for. The Internet is a great way to take the conversation we might start with TV much deeper.”

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