In the luxury automotive category, brands use celebrities and models to make their brands appealing to consumers by having exclusive endorsement and promotions deal with them. But arguably, social media has disrupted this approach. Nowadays, since celebrities have their own social media handles, the exclusivity quotient and elusiveness is lost.
Taking the ‘if you can’t beat them, join them’ approach, luxury car brands have started utilising the power of social media following of celebrities and influencers’ to fulfil marketing goals. Almost all the brands use Instagram and influencer marketing, but the one big challenge for most luxury brands today is how to appeal to a younger audience without losing the extravagant feel of the brand. This challenge can only be overcome by creating compelling content through various influencer marketing-led content strategies.
Recently, the luxury car brands Jaguar and Volvo took to influencer marketing in the same time period but with different strategies. Jaguar invited influencers to its Jaguar XE launch event. Then these influencers posted pictures from the event on Instagram. On the other hand, Volvo capitalised on user-generated content. Volvo has launched a contest in which it is inviting innovative ideas from young minds that can help fight against climate change. To promote the contest, the brand has brought influencers on board.
Jaguar influencers post from the launch:
Volvo contest posts by influencers:
But whatever is the strategy, many luxury automotive brands are recognising the power of using Instagram influencers to attract and engage car enthusiasts. While the content for the automotive category doesn’t naturally sync with the ‘how-to’ content genre in comparison to beauty, for example, brands can collaborate with influencers across categories and genres to reach out to the mass audience.
Jaguar was able to garner more than one million reach with an estimated media value worth Rs 7-8 lakh, while Volvo garnered more than 2.8 million views in an estimated media value of Rs 20-25 lakh.
Sheeko Brandscore graph for Jaguar’s reach from the campaign:
Sheeko Brandscore graph for Volvo’s reach from the campaign:
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