July 22, 2015

Rolls-Royce Motor Cars

Rolls-Royce Motor Cars, the global manufacturer of luxury automobiles, turned to iCrossing to generate enthusiasm across new audiences about the quality of their brand. By inviting people #InsideRollsRoyce, they generated engagement rates eight times higher than the market average. iCrossing tell us a little more

Brief

Rolls-Royce Motor Cars is one of the world’s most iconic luxury brands. They wanted to generate awareness of their brand’s exceptional quality and prompt new audiences to consider owning one of their cars, without damaging their brand equity.

Strategy

We created a unique narrative across carefully selected social media channels, inviting people #InsideRollsRoyce. This campaign generated positive awareness because of enthusiast engagement, whilst physical marketing events and PR activities around the world derived digital benefits.

Execution

We commission, collect and create appealing visual assets to share with online audiences. Collaborating with the Rolls-Royce team via a live calendar, we schedule Facebook updates, fuel discussions on Twitter and give fans a behind-the-scenes view via Instagram.

And our activities aren’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

• We achieved 122 per cent fan growth across eight platforms in 2014

• We fuelled 9.4 million impressions and a trending topic on Twitter for #InsideRollsRoyce during a Channel 4 documentary

• We turned a footfall of 14,000 people attending the #InsideRollsRoyce Saatchi Gallery exhibition into over 30 million hashtag impressions

• We achieved consistently high engagement rates of over 4 per cent, against 0.5 per cent average across the luxury market