Tag Archives: #smwluxury

End of the age of deference? You must be joking! Luxury brands bite back at #SMWLDN

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Day three of London Social Media Week kicks off with a session looking at luxury brands. The panel includes Steve Cobelli, Jaguar (above); Hin-Yan Wong, Connect Group; Matt Smith, Bentley; Paul Simonet, Imagination; and Geoff Turral, Storystream. Moderator is Alistair Duncan, also of Connect Group.

Steve opens the session with a talk about Jaguar’s digital strategy. When he joined Jaguar two years ago, they’d just set up a Facebook page but weren’t really sure what to do with it. Today, Jaguar has 2.4m fans on Facebook. Steve’s strategy is highly visual – “It’s all about the sexiest models”. Jaguar reveals all new cars on Facebook first. During new car launches, they take questions live via Instagram and Twitter, and have used “one of those life-blogging cameras that you stick on your pocket and it records your day”.

One of this summer’s highlights was the partnership with BBC Top Gear where the programme celebrated the success story of British car brands.

“We draped the cars in red, white and blue and drove them down the Mall. It was all a little bit Austin Powers-esque but a bit cooler. We asked people to take photos, upload them to social media and hashtag them. It worked really well. That British essence is very important for us in overseas markets.”

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