Black JAECOO SUV beside a second SUV where a woman and two men in winter coats look at a phone, snow by a stone wall
Submitted by The PHA Group

JAECOO 7 Range Revolution Creator Drive Challenge

Influencer Marketing

The PHA Group sent four automotive KOLs on a 650-mile reality TV-style drive for the JAECOO 7 UK debut, reporting 70.4M combined reach across brand, KOL and media.

70.4MCombined Reach
50.9MCampaign Video Views
641KPaid Ad Views
5.9MKOL Content Views

About the campaign

For the JAECOO 7 UK debut, The PHA Group sent four automotive KOLs on a drive with 70.4m combined reach across brand, KOL and media. The JAECOO 7 is a hybrid. The goal was a socially-led, reality TV-style campaign positioning it as high-performance and adventure-ready.

The Range Revolution was a 650-mile drive challenge from Eastbourne to Aberdeen. Paul Wallace, Emma Walsh, Jonny Smith and Archie Hamilton created full YouTube features, reels and stories about the drive. Brand-owned content used sharp edits, mini in-route challenges and cinematic visuals across rural and urban settings. A hero film and teaser edits ran across YouTube, Instagram, Facebook and in-person launch assets. The journey ended at Fairmont Windsor Park, where the KOLs attended the JAECOO 7 UK launch. Paid ads on Meta and YouTube promoted the brand-owned edits and the strongest influencer assets.

The agency reports 50.9m campaign video views from combined content. The four KOLs produced 45 unique pieces of content and 5.9m views alongside the JAECOO channels. Paid ads generated 641,000 views at a £0.01 CPV.

Case in 60 seconds

The JAECOO 7 needed a UK debut that positioned the hybrid as high-performance and adventure-ready, so its range and performance had to be shown through a drive audiences could follow rather than stated in launch copy.

Car buyers give more weight to a long drive filmed by automotive creators than to a spec sheet, because a 650-mile journey from Eastbourne to Aberdeen turns a range claim into a story with stakes and characters.

The Range Revolution framed the launch as a reality TV-style drive challenge, putting four automotive KOLs behind the wheel for 650 miles so that the hybrid's range became the plot of the series.

Paul Wallace, Emma Walsh, Jonny Smith and Archie Hamilton made YouTube features, reels and stories of the drive, while a hero film and teaser edits ran across YouTube, Instagram and Facebook. The journey ended at Fairmont Windsor Park, where the KOLs attended the UK launch, and paid ads on Meta and YouTube promoted the strongest assets.

The PHA Group reports 70.4m combined reach across brand, KOL and media and 50.9m campaign video views, with the four KOLs producing 45 unique pieces of content that drew 5.9m views alongside the JAECOO channels. Paid ads generated 641,000 views at a £0.01 CPV.

Strategy Breakdown

A hybrid arriving in the UK has to prove range and performance before buyers accept either claim, so a 650-mile drive with mini in-route challenges put both on camera.
The JAECOO 7 is the vehicle of the challenge itself, filmed across rural and urban settings, so the car carries the narrative from the first teaser edit to the launch at Fairmont Windsor Park.
Reality TV editing with sharp cuts, small challenges and camaraderie holds attention across a long journey, because viewers follow people and stakes more readily than they follow product footage.

Creative & Execution System

Assets & channels

  • YouTube
  • Instagram
  • Facebook

Partners

  • The PHA Group

Creator role

  • Paul Wallace — creator
  • Emma Walsh — creator
  • Jonny Smith — creator
  • Archie Hamilton — creator

Results & Evidence

MetricValue
Combined Reach70.4M
Campaign Video Views50.9M views
Paid Ad Views641K views
KOL Content Views5.9M views
Unique Content Pieces45 unique pieces

Why The PHA Group's strategy worked

  1. 1

    A fixed route with a stated distance gives a range claim a test viewers can follow, because the car either completes the journey from Eastbourne to Aberdeen on camera or it does not.

  2. 2

    Ending a creator road trip at the launch event lets the same KOLs carry the story into the launch itself, which adds a luxury lifestyle angle while keeping familiar faces in front of their audiences.

  3. 3

    Putting paid spend behind both brand-owned edits and the strongest influencer assets lets organic performance decide which content earns scale, and The PHA Group reports this approach delivered a £0.01 CPV.

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