The two-year contract follows a successful six-month social-media program by the agency for the luxury car manufacturer’s global marketing team. Since We Are Social’s initial appointment, Jaguar’s Facebook page has reached more than 1 million fans with no advertising spend.
The agency will continue managing the brand's day-to-day running of its community engagement programs on Facebook, Twitter, and Google+, and will work alongside Spark44, Jaguar’s creative agency, to support brand activity, product launches, events, and the integration of social media across Jaguar’s overall digital presence.
The social-media agency will also continue its ongoing campaign supporting the launch of the Jaguar XF Sportbrake. The campaign features the car model's Twitter account, @Sportbrake, promoted on test vehicles.
Steven Cobelli, global digital manager for Jaguar, said: “We Are Social has the global presence we were looking for in a social media agency, and this, combined with their creativity and strategic approach, means they are well placed to answer the needs of our brand."
Cobelli commended the results the brand has observed after six months with We Are Social and added that Jaguar had no hesitation about putting the agency on retainer.
Clementine Hancox, senior account director at We Are Social, said, "As Jaguar’s global agency, we will be developing a comprehensive strategy for social media that will help drive their brand and their business in both mature and emerging markets like China."