Launching the Jaguar I-PACE | Social Media Management


Client: Duckworth Jaguar

Duckworth’s are one of few remaining family-run Jaguar Land Rover dealerships in the UK. Having formed in the 1950s, they are also one of the oldest and most-loved in Lincolnshire.


Duckworth’s were selected as the first retailer to host the retailer tour for the I-PACE, Jaguar’s first ever all-electric vehicle. We were asked to work alongside their team to deliver an innovative, exciting campaign that drove plenty of people to the launch event.


Our Approach

The campaign aimed to generate as much anticipation and interest in the new I-PACE, while maintaining a level of exclusivity, with a clever campaign that matched the futuristic capabilities of the new electric model and its target market.

We created an all-encompassing campaign over multiple platforms, reaching current and potential customers through paid and organic content across social media and email marketing, as well as offline at the showroom.


Duckworth Jaguar Boston’s I-PACE Preview Event had one of the highest attendece rates in the whole of the UK. This, along with our follow-up campaign and content, helped to generate plenty of interest in the highly anticipated new model, many of which have rolled out of Duckworth’s doors and onto the roads of Lincolnshire and beyond.

Words from the client

Sharon Wilson, Duckworth Markeating Manager: “As always we worked closely with the Team at Knapton Wright to ensure the success of this event. Always full of ideas and suggestions, we like their supportive and innovative approach to the challenges we set them.

“We were delighted with not only the attendance, but also the coherent follow up, the awareness of the brand guidelines, and consistency across the channels.”