Scope of Work
The following campaign looked to capture 40+ year olds who are tech focused with a significant interest in engineering. This was accomplished through a technical theme that aimed to activate their natural love for engineering with the underlying theme of searching for companionship. Work was completed during MS degree for course: Content Strategy at Georgetown University.
Target Audience Profile
To start this campaign, interviews were conducted with selected McLaren owners who fit a set of parameters that aligned with the brand’s core audience segments. From these interviews, a general profile was created to encompass the common themes. A phone interview was also conducted with the VP of Marketing for McLaren USA which inspired the insight of the campaign.
Brand Persona
After narrowing down the target audience for this campaign, a mesh between the audience and brand was crafted into a persona of the ideal driver. Ryan Jones represents this group that are tech- forward and look to drive a car that not only stands to their expertise but also allows them to feel as if they belong to a collective of fellow techies.
Target Audience: Schedule
To find touch points of brand interaction, for every interview that was conducted with current McLaren drivers, an average daily schedule was crafted to narrow down where this campaign can make the most impact and reach the target audience.
Social Media Content: Instagram
When asked “what social platform do you engage with most”, Instagram was most popular, with Twitter in close second. In order to capture the attention of this audience the first deliverable of the campaign was a string of daring posts that reinforced the image of deriving a McLaren. Following the IG posts, launch of an interactive simulator app would be promoted as the audience responds well to innovation and interactivity.
Each post linked to visually appealing blog posts that gave some background into each feature car and the app would give drivers/ fans an inner look into how engines are made at McLarne with interactive interviews with technicians.
Final Deliverable: McLaren Boost YouTube Videos
To conclude the campaign, a set of videos were produced and distributed on YouTube to show how buying a McLaren isn’t just a car purchase - it is a ticket into a community of drivers who share the same love and passion for superior performance. The McLaren Boost Experience was created to house all the amazing excursions and high octane experiences current McLaren drivers partake in together. Showing popular activities such as racing through countrysides, drone racing, and skiing, give the potential buyers more to look forward to after their car purchase.