Client
Rolls-Royce Motor Cars
Challenge
The Rolls-Royce Dawn was underperforming in the U.S. due to a gendered brand image that alienated a key buyer group.
Solution
We repositioned Dawn with a gender-neutral identity and launched a tightly targeted campaign that drove record-breaking growth.
Rolls-Royce Dawn had a problem: sales in the U.S. were stalling. The brand’s overtly feminine positioning was missing the mark with affluent male buyers - the very audience it needed to convert.
We redefined the car’s positioning through a gender-neutral lens, then engineered a precise media strategy using behavioural and ownership data. Our insight: most Rolls-Royce owners have four other vehicles, often including a Range Rover. That became our targeting trigger.
Working with Merkle’s M1 platform, we layered credit, IRS, DMV, and household data to hyper-target the right audience with a simple but powerful message.
The results were immediate:
– 98 enquiries in the first 24 hours (25% of the region’s annual target)
– 35% year-on-year growth - the region’s strongest performance
Impact
A clear case of brand alignment unlocking commercial value.
