Task
Lead the development of a premium integrated campaign for Land Rover while working in-house at Harwoods Group, designed to elevate brand presence across dealership marketing channels and drive stronger engagement, conversions and showroom visits across the network.
Approach
Develop an integrated campaign across digital and out of home channels, including paid and organic social, out of home placements, point of sale materials and a content-rich landing page, with all creative rooted in Land Rover’s core values and premium positioning. Write persuasive, SEO-led copy aligned to Land Rover’s tone of voice across ads, website content and calls to action, while also directing, filming and editing a promotional video for the new Land Rover Defender. Extend the campaign through high-performing social assets, including an interactive carousel with dynamic visuals and embedded video, designed to maximise engagement across platform-specific behaviours.
Result
Deliver strong results across engagement, conversion and brand perception, including a 48% increase in engagement compared to previous campaigns, an 81% uplift in social shares and a 63% rise in video completion rates. Drive a 54% increase in landing page visits alongside a 36% uplift in test drive bookings, while also generating offline impact through a 21% increase in showroom footfall and a 17% rise in vehicle pre-orders. The campaign strengthened brand recall among target audiences and proved how premium creative could translate attention into measurable dealership performance.
Client
Land Rover
Category
Awareness Campaign
Role
Design Lead
Year
2022
More projects
