Case study
Jaguar Land Rover: reaching younger consumers through social in China.
Jaguar Land Rover needed to reach younger buyers in China. We built a social strategy across Douyin, RedNote, and WeChat that shifted brand relevance.
Client
Jaguar Land Rover
Industry
Automotive / Luxury
Services
Platforms
The client
Over a century of British design. The problem in China was age.
Jaguar Land Rover makes some of the most recognizable vehicles in the world. Luxury SUVs, performance cars, over a century of British design behind them. The kind of brand people have opinions about.
In China, the problem was age. JLR had good recognition with established, older buyers. But younger Chinese consumers, the ones who'll actually be buying luxury cars in the next five to ten years, just weren't paying attention. Not on social, not anywhere that mattered.
JLR needed to show up where that audience lives. And the content had to feel native to how they actually consume it.
Social content produced for JLR's Chinese audience. Range Rover centenary series and Jaguar heritage calendar.
What we did
Getting Jaguar Land Rover into the feed of younger luxury consumers.
We ran social content across Douyin, RedNote, and WeChat. Everything aimed at one thing: getting Jaguar Land Rover into the feed of younger luxury consumers in China.
Visual content came first
Short videos and image series that showed off JLR's design and engineering, but produced specifically for how content performs on Douyin and RedNote. Cinematic, fast-paced, vertical.
All shot and edited in China for the Chinese market. Not adapted global campaigns. This was made here.
Douyin content: cinematic, vertical, made in China for the Chinese market.
Brand storytelling that resonated
We built narrative content around innovation, adventure, and what modern luxury actually looks like to someone in their twenties or thirties. Mini-docs, behind-the-scenes series, lifestyle pieces that tied the vehicles to real experiences.
We weren't trying to make JLR seem younger. The brand already fits how a new generation thinks about driving. We just had to show that.
UGC did the heaviest lifting
We set up hashtag challenges and contests to get real owners and fans making their own JLR content. Road trips, city drives, weekend stuff. The best posts weren't the polished ones. They were the genuine moments, slightly messy, clearly real.
That kind of organic content outperforms anything a brand account can put out.
Douyin short videos: product showcases, lifestyle content, and UGC from real owners.
Our team ran all of this from China. Content production, community management, KOL coordination, weekly tweaks to what was running. Native speakers making calls on the ground.
The outcome
From recognized to relevant with a whole new audience.
Engagement went up across all three platforms. Follower growth picked up, Douyin and RedNote especially. And the UGC campaigns brought a steady flow of organic content from younger consumers who were now talking about Jaguar Land Rover on their own.
The brand went from being recognized to being relevant with a whole new audience. That's not just a follower count. That's the kind of shift that turns future browsers into future buyers.
Your turn
Want to grow your brand with China's next generation of consumers?
Fixed scope. Fixed price. Team on the ground.
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