Due to the impact of Covid-19, we needed to rethink the digital experience for Range Rover Velar 21MY. With Creatives unable to go on shoots and colleagues furloughed, we needed to look again at an asset hungry channel.
The wider customer journey, existing content strategy and analytics fed into a robust final recommendation. However, our main goal was to reduce the asset count down by rationalising content, reducing page count and re-purposing existing content where possible.
Pre-Covid we had planned to publish ten pages (this included in-depth features on capability, in-car tech, design, etc) and would have required 150 assets. Our new solution, produced remotely in lockdown, reduced this to five core pages (with local markets being able to add new content) and needed only 45 assets.
As part of this content reduction project (dubbed 'DX Lite'), I worked with UX architects, digital designers, ECDs, junior copywriters and our account team to produce:
- A content strategy for the Land Rover brand and each vehicle published under DX Lite
- A new asset requirement list
- Guidelines for content authors and project managers
- Client pitch documents and subsequent presentations
- New CTA and supporting microcopy
- Guideline documents for our SEO partner (Dentsu) to review
- New copy where required
- Carry-over copy documentation to reduce translation costs