Land Rover UK underperformed with its #CanAndWill campaign

A friend of mine sent me the I can and I will integrated campaign signed by Land Rover UK. Wonderful concept, great video and script execution, but I felt it could have done more on the media exposure side of things. I mean, just look at those videos (new tab, don’t worry), they have huge viral potential if people identify with them.

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(screencap from www.canandwill.co.uk)

But in order to do that, people need to see them – on Youtube, in special media projects, through ads and get traction.

Just look at these views numbers:

  1. Land Rover: Can and Will – 182,000 views
  2. Can and Will: Mike Goody – 174,000 views
  3. Carl Hester: A winning performer – 6,100 views
  4. Can and Will: Richard E. Grant – Relentless – 1,700 views
  5. Can and Will: Ellie Simmonds’ spirit of defiance – 1,800 views
  6. Can and Will: Beth Moses – 1,200 views
  7. Can and Will: Gwyn Haslock – 11,700 views
  8. Bude Pool: The resilience of community – 1,100 views
  9. Bear Grylls Can and Will reach the summit – 2,900 views

Total: 382, 500 views for a UK digital video campaign

It’s like they only invested in the first two ads and left the rest up to the internet to decide. I wonder how much they invested in the production of the latter and how much they actually put up for media buying. If you invest in high quality inspirational videos, you might as well promote them to reach at least 1-2 million views, otherwise you have little or no digital impact with them.

Sure, they’re great TV ads, but they could be so much more. All it takes is a bit more strategy. In the mean time, let’s keep an eye out for the Invictus Games, 10-14 September, where Land Rover will be an official sponsor.

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