While known and respected the world over, Rolls-Royce Motor Cars were losing ground with the new generation of HNWIs. 

 

AKQA helped make them relevant to a modern, luxury lifestyle by creating a content-rich platform that blurs the line between product and lifestyle. 

 

For this reinvention, I led the copy and content streams, reimagining their website and social channels.

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First, I redefined their tone of voice, moving them away from their very traditional, stuffy copy – that was at times like wading through treacle – and creating a fresher, more evocative and engaging tone for their new audience. 

 

Finding interesting stories, compelling truths and emotional hooks that would allow the world’s next generation of innovators to reappraise the brand. 

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I led a new editorial programme for them, building a team and shaping a calendar around their key brand moments. 

 

We created new lifestyle, craft-related or thought-leadership content, as well as drawing on and reinventing existing content that both supported and elevated their brand ambitions. 

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​Socially, I helped to guide them to a more strategic approach, with a storytelling backbone and stunning visuals. Without any paid media, their audience grew rapidly to more than a million followers.