JAECOO: DRIVE. CAMP. EXPLORE.
1.5M
influencer content views via Instagram
189k
total campaign reach across paid, organic, and KO
13
influencer assets, including bonus content from both Hugo and Millie
JAECOO: DRIVE. CAMP. EXPLORE.
To elevate the JAECOO 7 SHS market positioning as the go-to SUV for premium family escapes, we created a cinematic, content-led campaign. We blended elevated storytelling with authentic influencer advocacy to target lifestyle-driven audiences with a real-world family focus.
Decoding complexity
Concept:
We created *DRIVE. CAMP. EXPLORE.*, a brand-first campaign grounded in authenticity, polish, and emotional relevance as part of JAECOO’s ‘Exploration’ content pillar. At its heart were Millie Mackintosh (1.3m followers) and Hugo Taylor (237k followers), who took their children on a two-day escape to Whithurst Park, West Sussex.
Their trip provided a natural backdrop to showcase the SUV’s comfort, versatility, and tech – all captured through a premium, cinematic lens.
Our idea, unboxed
Production:
Partnering with Kingdom Creative, we:
- Managed full shoot production, including location sourcing, scheduling, and on-site direction
- Oversaw celebrity management, briefing Millie and Hugo to ensure authentic, brand-aligned storytelling
- Captured sweeping natural cinematography blended with warm, documentary-style family moments
Output:
- Brand-Owned Content: 3–4 min hero film and three 30–45s cutdowns (16:9 & 9:16)
- Influencer Content: 13 pieces (Reels, Stories, carousels) balancing aspiration with day-in-the-life relatability
- Paid & Organic Social: Boosted influencer and hero content across Meta and YouTube, led by Instagram (74% of total views), supported by a refreshed grid visual identity