#TheSocialVroom: Strategy Review - Jaguar India

The strategy review of Jaguar India takes a look at Jaguar India's social media strategy and mix with data from Unmetric, understanding how the brand is performing on the medium.

In 2015, the Indian luxury car market sold 35,300 units and it is expected that the sales will grow to 87,300 units by 2020. The business growth in this sector is reflected on their social media presence as well, as luxury car brands resort to offering a picture of the luxurious experience that these vehicles entail.

The article decodes the social media strategy of the two leading luxury car brands – Jaguar India.

Jaguar India

High quality visuals define Jaguar’s core content strategy. The GIFs or vanilla images – boast of the product’s superior features and chic looks, at the least. The videos posted on the page are more or less, TVCs created for the brand.

Jaguar tries to keep in trendy – participating in the Mannequin Challenge, for instance. Majorly all the content on the page was constructed around #JaguarPerformance created under The Art of Performance Tour. The initiative was created to give the users a feel of the new series of Jaguar models.

These Tours were organised in various cities, and videos of the initiative were shared on the brand’s Facebook page. The brand is focussed on driving footfalls to their dealers to experience Jaguar’s models.

With 4,782,519 total fans, Jaguar recorded a 0.43 per cent fan growth in January. The brand’s audience is 85 per cent young, 85 per cent male and 47 per cent single.

The brand shared 25 posts in the month and earned an engagement score of 581. Jaguar had 1.2 per cent of their fans talking about the brand on Facebook.

Jaguar F Pace’s post received the maximum organic reach of 244,720. The post garnered 406,063 impressions with a positive sentiment. The brand receives maximum engagement between 5AM to 6AM. Jaguar’s Average Reply Time is over 2 days, which is much towards the higher end. Further, Jaguar garnered 80 per cent positive sentiment and 20 per cent neutral sentiment.

The brand maintains a platform agnostic tone, with minute changes between their Facebook and Twitter content. On Twitter, Jaguar has 5,907 followers and recorded a follower growth of 52.9 per cent in January. Twitter being their leading CRM tool, Jaguar’s Average Reply Time is 7:6:44:50 seconds with a response rate of 2.22%.

On average Jaguar sent 1 Tweets per day. Most of their Tweets are Proactive. #JaguarPerformance was their second best engaging hashtag with a score of 798. 12am to 3am had the most number of Tweets, while the best Engagement was for 9pm to 12am. Also, Saturday had the most number of Tweets while Thursday had the most Engagement.

When sensational performance meets dramatic looks, the result is pure exhilaration. This is #FTYPE #SVR: https://t.co/78UMZeNKHv pic.twitter.com/d1gXlgirLY

— Jaguar India (@JaguarIndia) January 27, 2017

On both the platforms, Jaguar has managed to connect without any paid push in the month on January. Further, the brand also hasn't invested in influencers in a paid format. Organically, the brand managed to reach influencers such as Abhishek Bhatnagar and Snehalata Jain.

Competitive Analysis

Jaguar competes directly with Mercedes-Benz – an international brand with a strong social media presence.

Mercedes-Benz has 2,714,790 fans. While Jaguar has the most Fans while Mercedes-Benz had the highest growth. The latter also had the most number of People Talking About them.

While Jaguar maintains consistency with a proactive approach, Mercedes-Benz is all about the volume. The former had 25 posts in a month, and the latter followed with 50 posts! See the ratio? This results in Mercedes-Benz achieving a much higher engagement rate score – 817 and more number of Likes. Jaguar however, still aced the Shares game.

In terms of User Posts, Jaguar topped the charts and also managed to maintain a lead in the Average Reply Time. Mercedes-Benz recorded a higher positive sentiment. It is important to note that most posts by Mercedes-Benz were promoted, while Jaguar didn’t use paid ads at all.Mercedes-Benz India's Promoted Posts engaged best with fans while Jaguar (India)'s Organic Posts did the same.

On Twitter, Mercedes-Benz boasts of a much larger follower base than Jaguar. In other demographics, Jaguar picks up the lead – Jaguar had the higher fan growth and recorded an Engagement Score of 615, while Mercedes-Benz stood at 195.

In spite of the higher number of tweets, Jaguar managed to score a higher Average Engagement Score of 548, while Mercedes-Benz recorded 182.

Conclusion

Keeping in mind the statistics, both, Jaguar and Mercedes-Benz have been performing well in proportion to their investments. Although, Mercedes-Benz has a lot more scope of exhibiting better results on Twitter.

While Jaguar’s objective is sorted – driving more visits to their outlets, the brand can achieve a lot more through their social media presence. The brand also enjoys positive sentiment which can be converted into brand loyalty with ease.

High quality visuals are one of the greatest strengths of Jaguar – posts with pictures earn maximum engagement for the brand. Without much active effort, Jaguar has access to User Generated Content, mostly in the form of images of their consumers with the cars. This can be one of the strongest communication points for the brand if built on consciously.

Jaguar has managed to create a space with solid use of marketing axioms. How the adapt to the changing social media ecosystem, will define the brand’s journey ahead.

With this article, will initiate #TheSocialVroom series, where we decode social media trends in the Automobile space. Stay tuned to know more.