A green and yellow kite flies in a clear blue sky above a car's black roof box, with bare treetops in the corner
Submitted by The PHA Group

JAECOO Drive. Camp. Explore. Family Influencer Campaign

Influencer Marketing

The PHA Group sent Millie Mackintosh and Hugo Taylor on a family camping trip in the JAECOO 7 SHS, reporting 1.5M influencer content views via Instagram.

1.5MInstagram Views
189KTotal Campaign Reach

About the campaign

The PHA Group took Millie Mackintosh, Hugo Taylor and their children away in the JAECOO 7 SHS, drawing 1.5M influencer content views on Instagram. JAECOO is the car brand behind the 7 SHS SUV. The goal was to position the model as the go-to SUV for premium family escapes.

The agency partnered with Kingdom Creative to run the shoot, from location sourcing to on-site direction. Millie Mackintosh, with 1.3m followers, and Hugo Taylor, with 237k followers, spent two days at Whithurst Park, West Sussex. The output was a 3-4 min hero film, three 30-45s cutdowns and 13 influencer pieces across Reels, Stories and carousels. Paid and organic social then boosted the influencer and hero content across Meta and YouTube.

The agency reports 1.5M influencer content views via Instagram. Total campaign reach across paid, organic and KO came to 189k. Instagram accounted for 74% of total views.

Case in 60 seconds

JAECOO wanted to lift the market positioning of the JAECOO 7 SHS as the go-to SUV for premium family escapes, which meant reaching lifestyle-driven audiences with a real-world family focus.

Families judge an SUV by how it handles a real weekend away with children, so a known couple taking their own children camping shows comfort and space in a way a specification list cannot.

DRIVE. CAMP. EXPLORE. sat within JAECOO's 'Exploration' content pillar as a brand-first story, sending Millie Mackintosh and Hugo Taylor with their children on a two-day escape to Whithurst Park, West Sussex.

With Kingdom Creative, The PHA Group ran the shoot and briefed Millie and Hugo, producing a 3-4 min hero film, three 30-45s cutdowns and 13 influencer pieces boosted across Meta and YouTube.

The PHA Group reports 1.5M influencer content views via Instagram and 189k total campaign reach across paid, organic and KO, while Instagram accounted for 74% of total views.

Strategy Breakdown

Lifestyle-driven audiences with a real-world family focus, considering an SUV for premium family escapes.
An SUV sold on family adventure has to be seen in use, so the 7 SHS was placed on a real two-day family trip to show its comfort, versatility and tech on camera.
JAECOO plays the vehicle that makes the family escape possible, framed under its 'Exploration' content pillar so the car sits inside the story of the trip.

Creative & Execution System

Assets & channels

  • Instagram
  • YouTube

Partners

  • The PHA Group (lead agency)
  • Kingdom Creative (production)

Creator role

  • Millie Mackintosh — creator
  • Hugo Taylor — creator

Results & Evidence

MetricValue
Instagram Views1.5M views
Total Campaign Reach189K reach
Instagram Share of Views74% of total views
Influencer Assets13 influencer assets

Why The PHA Group's strategy worked

  1. 1

    Casting a real couple with their own children lets a family vehicle prove comfort and versatility through lived moments, because the audience already follows that family's life on its feeds.

  2. 2

    A single shoot can serve two jobs when it yields both a brand-owned hero film and creator posts, since the cinematic cut carries the brand while Reels and Stories carry day-in-the-life relatability.

  3. 3

    Boosting influencer posts with paid media carries creator content past the creators' own followers, which matters when one channel, Instagram, delivers 74% of total views.

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