Rediscover Adventure with Land Rover Discovery

Rediscover Adventure with Land Rover Discovery

Embark on a journey of rediscovery with Land Rover in Atlas Obscura's modern family adventure campaign. In 2021, the world started to open back up after COVID lockdown restrictions. We developed this partnership to share the joy of post-pandemic travel through the eyes of three high-profile individuals as they explore America's wonders in the Land Rover Discovery. The campaign "Rediscover Adventure" aimed to position the Land Rover Discovery as the modern family's adventure companion and drive Land Rover's brand message to Atlas Obscura's core audience of adventure-seekers. By targeting the modern family, with a focus on diversity, the campaign sought to raise awareness and consideration of the vehicle.

Project Info

Client:

Atlas Obscura x Land Rover

Role:

Content Strategy, Social Production

Year

2021

Collaboration

Leonardo Nam, Jessica Mendoza, Tim Howard

Project Link

View Project

>

Task

Position the Land Rover Discovery as the quintessential adventure companion for modern families and drive brand consideration among diverse adventure-seeking audiences.

Solution

We developed an engaging campaign featuring three unique road trip itineraries, each led by a high-profile figure from different fields. Actor Leonardo Nam, sports commentator Jessica Mendoza, and former-American soccer player Tim Howard showcase the Land Rover Discovery's versatility and practicality in three unique destinations. Through hero videos, an interactive hub, and brand integration within Atlas Obscura's new app, the campaign seamlessly integrated storytelling with native content formats and product features.

No items found.

Key Highlights

01

Content Versatility:

  • Three influential personalities embarked on Discovery-themed journeys, traversing diverse landscapes.
  • Each influencer and their family was the subject of their own hero video, showcasing off-road prowess in challenging terrains, including mountains, deserts, and forests, emphasizing the vehicle's versatility.
    • 02

    Custom Content Hub Drove Engagement:

  • Curated itineraries and adventure stories were seamlessly integrated into the a branded content hub, highlighting the Discovery's features and practicality.
  • The hub garnered 14,000 unique interactions, indicating strong user engagement and am interest in multimedia storytelling formats.

    • ‍

    03

    Campaign Reach:

  • The campaign achieved over 185 million impressions and 14 million branded content views across various platforms, significantly increasing brand exposure.
  • Notable metrics included an 11% increase in purchase and recommendation intent, along with 1,800 clicks to the Land Rover Discovery vehicle page, demonstrating effective conversion strategies.

    • ‍

    04

    Strategic Sponsorship of the Atlas Obscura App:

  • The sponsorship of the app launch led to 66.2K downloads and garnered a 4.7 average rating in the Apple App Store, enhancing brand visibility among tech-savvy adventure-seekers.
  • Our in-app giveaway campaign generated 2.4 million impressions across social media and newsletters, while talent amplification reached over 1.6 million people, extending the campaign's impact across their followers.

    • ‍

    ‍

    ‍

    No items found.
    View more work
    Navigation
    Home
    About
    Work
    Contact Me
    Let's Connect

    Copyright © 2024 EVAN BONHAM. All Rights Reserved.