Turning JAECOO UK into the fastest selling vehicle

FASTEST SELLING

plug-in hybrid SUV in the UK

116 MILLION

impressions across all content

40 THOUSAND

followers gained across four social platforms

JAECOO UK: Earning Our Badge

When JAECOO entered the UK market, it did so without heritage, sales history, or brand awareness — and into a category dominated by well-established players. Scepticism towards new Chinese automotive brands only raised the stakes.

Our challenge was simple but demanding: build trust fast, shift perception, and prove JAECOO belonged.

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The challenge:

Launching a completely unknown automotive brand meant starting from zero — zero followers, zero credibility, and plenty of noise around “copycat” design. Rather than making claims, JAECOO needed to earn its place through real-world relevance, cultural presence, and consistent proof.

The approach:

As lead creative and social agency, we developed JAECOO’s Earning Our Badge platform into a year-long, social-first campaign that focused on credibility over hype.

Instead of traditional launch messaging, we built the brand through a steady drumbeat of audience-first content designed to demonstrate quality, usability, and cultural fit. Social became the engine of growth: where the brand showed up consistently, listened closely, and proved its value in real time.

Using extensive synthetic audience testing, we identified a core “Hunter” audience — couples in their 30s looking for escape, adventure, and smart performance. From there, we focused on dominating the spaces where this audience already spent time: exploration, lifestyle, innovation, and culture.

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The work:

We delivered a continuous stream of social-first content across four platforms, combining high-quality hero films, feature explainers, reactive content, and narrative-led series focused on everyday use.

To build trust at pace, we partnered with creators and cultural figures who already had credibility within their communities. Chris Robshaw became a recurring brand anchor, connecting JAECOO’s sports partnerships with its always-on presence. Family lifestyle, motoring, and adventure creators helped demonstrate genuine use cases — not endorsements, but lived experiences.

Our creative proved flexible enough to scale beyond social, with hero assets extending into OOH and TV, breaking down channel silos while maintaining a consistent brand voice.