This presentation includes a recommended digital strategy for the Rolls Royce Brand. Project for MSU ADV 420.

1. Rolls Royce
Digital Strategy
Paxton Ellul

2. The Big Idea!
❖ Increase social media followers and engagement
specifically on Instagram
❖ Boost search engine optimization to assure Rolls
Royce comes up first ahead of other luxury car
brands

3. Social Media
Instagram: 5.5 million followers
● Photos receive the highest average engagement
● Posts include images and videos of the brands vehicles
Facebook: 4.5 million followers
● Videos and photos receive more average engagement
● Includes more informational posts containing links about the brand
Twitter: 833 thousand followers
● Small amount of engagement on all types of posts
● Improve on engaging with followers and users who mention the
brand name

4. Instagram

5. Website
● Easy to navigate through the different tabs
● Layout is well designed, matches the style of the Rolls Royce vehicles
● Provides a showroom of the newest vehicles, showing both images and video
Recommend: improving search engine
optimization by increasing budget and
buying more words and key phrases

6. Online Advertising
● Don’t see many online advertisements across social
media platforms or on search engine sites
● Recommend using paid social media to advertise online:
○ Instagram:
■ Buy ads that are sponsored and show up on the brands
target audience’s feed
■ Have influencers promote the brand on social media
platforms
○ Facebook: Boost posts that promote new vehicles the brand is
producing
○ Use pay-per-click to assure people are clicking on the
advertisement

7. Inbound
Brand Persona:
-Male
-Caucasian
-Age 35 years old
-Lives in an urban city
-Income: 200k+ per year
Recommend:
● Using inbound marketing to
develop relationships with
current customers
● Sending emails and newsletters
to people similar to the brand
persona

8. Mobile
Rolls Royce Current Apps:
● Rolls Royce First Network
● Rolls-Royce Owner’s Manual
● 5+ Other apps
Recommend:
● Allowing trial access to the apps so non Rolls Royce owners can explore them
before purchasing a vehicle

9. Target Audience/Budget
Target Audience:
-Ages 35 to 50 years old
-Men and Women
-Live in a large city (New York, L.A.)
Social Media Target Audiences:
-Facebook and Twitter: Men and Women Ages 40 to 50
years old, interested in other luxury brands
-Instagram: Men and Women ages 35-37 years old
Budget:
Online Advertising:
● $6000-$10000 monthly across platforms
● PPC budget of $30 per click
● SEO: $10,000 monthly on keywords and
phrases

10. Conclusion
Rolls Royce is a successful company in all aspects. They utilize social media platforms,
have a well designed website, provides several mobile apps, and makes it easy for
current and potential customers to communicate with the brand. The brand itself will
be more successful if they make improvements such as increasing followers and
engagement on Instagram, as well as boosting search engine optimization.