Creating the world's first Instagram Brochure.
The All-New Discovery has a lot of incredible features and benefits. We wanted to share them and to showcase the ingenious capability of the vehicle to customers in Italy. Traditionally, the brochure has been our customers’ source of this information, but there was just one problem: no one was reading brochures anymore. We needed a new way to reach people and highlight the car’s many product attributes.
Instead of sending a traditional brochure, we gave fans something more fun and engaging. We developed the world’s first Instagram brochure: an interactive gallery that allowed viewers to delve deeper into the features and benefits of the All-New Discovery.
Using a dedicated Instagram account we had each post hero a different feature like All Terrain Progress Control, or Wade Sensing. To help amplify and support the #DiscoveryInstaBrochure, an extensive social media campaign was created to recruit more fans and guide them back to the account.
The #DiscoveryInstaBrochure proved to be a very successful alternative to the traditional brochure, by reaching over 10.7 million people and resulting in 4.1 million engagements. Italian media loved it too, with extensive PR coverage of the campaign.
The best part is we are just getting started. Only 3 of 7 planned chapters have gone live, so there’s much more engagement for fans to come.
Brand Strategy and Planning, Content and Community Management, Social Media
We went Above & Beyond to dispel the myth that technology and product features are boring.
Marta Caporella, Communication and Digital Manager, Jaguar Land Rover Italia