Consult | JLR Case Study

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Jaguar Land Rover - Digital Marketing

Learn how Cognition helped Jaguar Land Rover Experience increase return on ad spend by 448.7% while reducing investment by 77%.

The business

Jaguar Land Rover Experience (JLRE) is the experience day and corporate event arm of the Jaguar Land Rover Group.

The venues offer off road driving experiences, team-building days, corporate hospitality events, factory tours and state-of-the-art conferencing facilities for businesses.

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The challenge

Historically, JLRE’s annual Christmas campaigns were implemented on an ad hoc basis, with each venue managing its own spend and strategy.

There was no single message, drive or call to action and spend was largely with local print media – which couldn’t be tracked, reported or measured against.

This was not only impacting JLRE’s uniformity and consistency of messaging (something the more corporate, retail arm of the business demands) but it was ultimately having a detrimental effect on the bottom line - as sales were not coming in.

JLRE appointed Cognition following a four-way pitch. On completion, Nicola Tierney, JLRE communications manager, said: “Cognition really impressed us with their multi-channel approach and their in-depth knowledge across all areas.

“They have a strong focus on reporting, and are willing to be accountable for both the marketing results and our Experience business objectives. They also have a strong and pragmatic approach to marketing planning.”

The first challenge was to increase sales at Christmas.

“I just wanted to say thank you for the very professional and effective marketing support that Cognition is providing to the teams. It seems to be really kicking in now and helping to drive the growth in the business.”

Matt Passey - Jaguar Land Rover

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The solution

The Cognition Brain

Data System Deliverables

  • Audience and stakeholder research using multiple qualitative methods
  • Analysis of existing market data
  • Review of campaign data using HubSpot CRM

Story System Deliverables

  • Messaging strategy
  • Revised brand proposition 
  • Content segmented by target vertical

Engagement System Deliverables

  • Multiple campaign strategies
  • Ongoing content production for tactical campaigns
  • Tactical execution including email, paid search and organic search
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The results

The Christmas campaign was a huge success, with stats including: 

  • 448.7% increase in ROI on the previous year 

  • £10.37 return on spend for every £1 spent on marketing,  up from £1.89 in the previous year. Return almost doubled  to £20.68 at one venue alone 

  • 77% reduction in spend from the previous year’s campaign 

  • An average increase in web visitors of 90%

 
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Let’s start the conversation

Intrigued by our approach? Curious to know how Cognition can support your specific challenges? Submit the form to start the conversation. 

 

Alternatively, you can reach out to us at: 

hello@cognitionagency.co.uk

Birmingham: +44 121 368 7521
London: +44 20 4586 1470

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