Jaguar eyes younger audiences with ‘largest-ever’ Instagram series

Jaguar has kicked off its largest-ever Instagram campaign to promote its F-Type Coupe model by sharing videos with users on the image-sharing network as it continues to try and attract younger audience to the brand. 


The campaign will use nine pieces of video content specifically edited for sharing on social networks – the campaign will also embrace Facebook and Twitter – and will run until 8 December in the run-up to the vehicle being made available to the public.

Jaguar claims the overall narrative of the series will depict an F-Type Coupe “being hunted by those who wish to prevent it being released and seen by the world”, ahead of its global launch.

The series forms part of Jaguar’s ‘From the Shadows’ campaign, which runs across its various online media channels, and is orchestrated by We Are Social and then executed by the brand’s relevant agencies in each local market.

Jaguar has made continual efforts to woo younger affluent audiences – or “enlightened elites” – with the launch of the F-Type range, and has principally used digital and social media to help bolster its appeal towards them.

This included the launch of a 12-minute short movie featuring Homeland star Damian Lewis as well as music from pop singer Lana Del Ray to mark its sponsorship of the Sundance Film and Music Festival this year.

Speaking previously with Marketing Week, Steve Cobelli, Jaguar’s global digital marketing manager, said this step-change in its use of digital strategy was to accommodate changing media consumption habits, especially those of younger audiences.