Jaguar Land Rover
JLR's full funnel strategy accelerated consideration signal and action intent.
Goal
The Land Rover Discovery was made for family holidays. Seven seats and room for the dog, with a boot that handles a week's worth of luggage. This model has been around since 1991 in Australia, but in a crowded SUV market, you need more than just familiarity.
Jaguar Land Rover wanted to re-establish the Land Rover Discovery as the family SUV across Australia, and to grow the behaviours that signal genuine purchase intent: people starting a vehicle configuration on the Land Rover site.
People completing a vehicle configuration on the Land Rover Discovery website as well as assessing the incremental lift in key awareness and consideration metrics across potential short and long term buyers.
Strategy
This creative carried the repositioning, putting the Land Rover Discovery's family credentials front and centre: the seats and space for everyone, the technology and entertainment that keep long drives enjoyable, and the versatility that appeals to everyone from holiday packers to dog owners. Carousel formats let people flick through those proof points one by one, and proved especially strong at driving ad recall.
Land Rover then built a full-funnel campaign around that creative. Pinterest’s high impact takeover format, Premiere Spotlight, gave the Land Rover Discovery premium, high-visibility placement to capture attention, while consideration and conversion campaigns ran alongside it to move people from looking to doing. The structure meant the same family-first message met people at every stage, whether they were idly browsing holiday ideas or actively comparing SUVs.
The company also made measurement an integral part of the strategy. A conversion lift study measured how exposure on pinterest translated into incremental lift in key behaviours on the Land Rover site.
"
The creative and full funnel strategy connected Land Rover Discovery to what families genuinely want from an SUV. We saw this translate in the results with strong lift in both incremental onsite behaviour and key intent signals. And the Pinterest teams collaboration that helped bring this to life is industry leading."
Júlia Artacho Martínez
Marketing Effectiveness and Media Lead
Results
The full-funnel strategy proved highly effective with people exposed to both Premiere Spotlight and conversion campaigns converting with a 9.6x higher conversion rate, vs those who engaged with awareness alone.1
The conversion lift study expanded on this by observing the behaviour this translated to on the Land Rover site. People that started to create a car configuration on the Land Rover site, showed strong incremental lift - the clearest sign that exposure is graduating people down the buyer funnel.²
The brand lift study also confirmed the messages landed where they mattered most. Intent among 35 to 44 year olds - the people most likely to be in the market for a family SUV - for considering the Land Rover Discovery as their next car, saw the strongest incremental lift by age. There was an added bonus among 18 to 24 year olds, outside the core target, recording a 12% lift in top-of-mind awareness, opening the door to broader targeting in future campaigns.¹
+22.8%
lift in action intent driven by Premiere Spotlight, compared to baseline1
+11.8%
lift in vehicle configuration starts on the Land Rover site after campaign exposure²
+40%
lift in action intent among likely core buyers aged 35 to 44, compared to baseline¹
Explore Related Resources
Premiere Spotlight
Premiere Spotlight gives brands premium placement in the most visible spots on Pinterest, the same format that drove the Land Rover Discovery's lift in action intent. See how it works.
Pinterest measurement
Brand lift and conversion lift studies show what a campaign actually changed, from awareness through to onsite behaviour. Learn how to measure your next campaign.