Brand Storytelling & Performance Strategy for Land Rover
How do you celebrate a 70-year legacy without looking like a museum piece?
My role: Strategic Creative & Copywriter — cultural analysis, creative concept, rationale, and all creative across channels.
The 70-Year Paradox
How do you celebrate a 70-year legacy without looking like a museum piece? The brief was to connect the brand's legendary off-road capability with a modern, urban audience that often sees "tradition" as the opposite of "progress."
"Unstoppable Spirit = Tradition.
Spirit of Our Time = Innovation."
From this equation, the concept "Innovating Traditions" was born: a platform not to talk about cars, but to tell stories of people who respect their roots while fearlessly reshaping their future.
The Content Engine
4 EPISODES • 4 FUNNEL STAGESCauã Reymond: The "Hook"
BRAZIL'S BRAND AMBASSADORThe Strategy: Use mainstream celebrity power to break the automotive bubble. Cauã's episode was designed to cast the widest net possible (Top of Funnel).
Renata Tilli & Gustavo Bittencourt
URBAN & DESIGN NICHESThe Strategy: Moving away from the "off-road" cliché to target sophisticated urbanites. We used these episodes to target specific data clusters (Architecture & Design lovers).
Above: Renata explores the Urban Jungle concept with the Evoque.
Below: Gustavo connects traditional carpentry with the Velar.
Robert & Grace: The Brand Lovers
HIGH INTENTThe Strategy: Authenticity drives depth. This real adventurer couple represented the core "Inner Strength". They drove the highest conversion intent (Configurator Starts).
Media Architecture
EVERY CHANNEL HAD A SPECIFIC JOBContent was built natively for each platform. Audiences were retargeted progressively — each wave qualifying the next. The campaign got smarter as it ran.
Full episodes, 3–4 min each. The primary canvas. 93.5% of all campaign watch time came from YouTube advertising.
690K Watch MinutesNative 15" Stories teasers seeded reach. Became the single largest external traffic source to YouTube (33%).
1.36M Paid ReachAwareness wave first, then Retargeting-only for subsequent phases to progressively qualify the audience.
376K Paid ReachTargeting business and upper-class segments. Exceeded platform benchmarks on CTR (0.25% vs 0.20%).
Above-Benchmark CTRPremium programmatic pre-roll on selected media channels. Placed audiences in a content mindset.
84% Video CompletionGlobosat (Brazilian media giant) delivered highest CTR (9.79%). Outbrain added scale. Data confirmed minimal audience overlap.
18.7M ImpressionsConnecting Storytelling to Performance
We used the series as a data mining tool. Real-time insights allowed us to pivot our media strategy mid-campaign.
1. The Insight: Volume ≠ Intent
The Celebrity episode drove massive traffic but low conversion signal. The adventurers episode drove far less traffic — but 22% of those visitors started configuring a vehicle.
2. The Pivot: Cluster-Matched Content
Instead of just pushing the celebrity for views, we shifted budget to serve each story to its natural behavioral cluster — the Design episode to architecture enthusiasts, the Adventure episode to off-road fans.
3. The Result: Full-Funnel Efficiency
By matching the right story to the right cluster, we achieved approximately 80% average retention. Storytelling and performance stopped being separate disciplines.
Final Results & Learnings
The campaign proved that Brand Storytelling and Performance Marketing work best when designed together. When applied to the right data clusters, "branding" assets can outperform "sales" assets in driving qualified consideration.
Connecting Storytelling to Performance
We used the series as a data mining tool. Real-time insights allowed us to pivot our media strategy mid-campaign.
1. The Insight: Volume ≠ Intent
The Celebrity episode drove massive traffic but low conversion signal. The adventurers episode drove far less traffic — but 22% of those visitors started configuring a vehicle.
2. The Pivot: Cluster-Matched Content
Instead of just pushing the celebrity for views, we shifted budget to serve each story to its natural behavioral cluster — the Design episode to architecture enthusiasts, the Adventure episode to off-road fans.
3. The Result: Full-Funnel Efficiency
By matching the right story to the right cluster, we achieved approximately 80% average retention. Storytelling and performance stopped being separate disciplines.
Final Results & Learnings
The campaign proved that Brand Storytelling and Performance Marketing work best when designed together. When applied to the right data clusters, "branding" assets can outperform "sales" assets in driving qualified consideration.
No strategy survives contact with reality without a team willing to adapt. This campaign proved that when Creative and Media sit at the same table, the work simply works better. A massive thank you to everyone listed below for embracing the challenge and crafting a story worth telling.