Jaguar: Measuring a social community’s brand equity

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We had built an engaged Facebook community for Jaguar over a 12-month period

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But Jaguar wanted to know if the community we had built was relevant,

and if brand metrics were improving

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To answer this we developed our own measurement methodology –

Social Community Brand Equity

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Using highly targeted, unbranded Facebook ads we asked people to complete

an anonymous car survey, with no incentives

Fans of Jaguar UK

People not connected to Jaguar UK

We targeted two groups: fans of Jaguar (test) and people with no connection to Jaguar (control)

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Fans of Jaguar UK

X% males 18-25 Y% female 18-25

Etc…

People not connected to Jaguar UK

X% males 18-25 Y% female 18-25

Etc…

We had a clear demographic target, which mirrored that of the Jaguar UK community

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Our media targeting was optimised daily to ensure that we were building respondent groups

of the correct demographic makeup

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The survey asked five questions about Jaguar and five competitor brands, covering brand

attitudes, purchase intent and ownership

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Responses were cleaned and re-weighted to ensure that they were comparable and that they matched

the Jaguar UK community demographic

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Results were tested for statistical significance, enabling us to establish clear conclusions

This is statistically significantly greater than non-fans (+7pts)

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We found that 10% of Jaguar UK’s Facebook community owns a Jaguar

This is statistically significantly greater than non-fans (+6pts)

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We discovered that 35% of Jaguar UK’s community were planning to purchase

a new car with the next two years

We also examined other competitor brands being considered for purchase by the Jaguar UK community

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By running this kind of measurement every six months, we can:

1.  Validate that the community we’re building is commercially relevant

2.  Feed audience insight into our ongoing strategic, content and creative workstreams

3.  Track over time the impact that our content is having on brand equity measures

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