Impact in 2025 is a tricky thing to define. With so many ways to reach people – and just as many ways to measure success– marketers must navigate constantly shifting metrics, evolving platforms and ever-distracted audiences. So how can brands cut through?
For Jaguar Land Rover’s (JLR) Blane Chapman, being able to be creative outside of work is what drives his ability to make an impact inside it. As the lead singer in a band, music provides him with the space to experiment, recharge and bring fresh ideas to his role. “I love music. It goes down to my core,” he says. “The right song raises the hairs on my arms. Being able to create music is really important to me.”
Creativity is also central to the wider JLR impact strategy, with platforms like TikTok playing a key role.“Traditional social platforms tend to be curated,” Chapman explains. “But TikTok champions authenticity and creativity. Creators just being themselves, showing their personality. And through that, they build their own brands and elevate others.”
JLR put this approach to the test when launching the Defender on TikTok. While the brand followed a familiar strategy from its previous Range Rover campaigns, it added a cultural twist by partnering with Kano to create content tied to the latest season of Top Boy. “It was the perfect storm: Top Boy, Kano, Defender. We had cultural cut-through while using a new platform,” says Chapman. “On TikTok, Kano was Sully from Top Boy. On other platforms, he was Kano the musician. It showed how TikTok lets you tap into culture in the moment.”
For Chapman, meeting audiences where they are is essential to Jaguar’s evolution. “If we want to break down barriers and not just be seen as a traditional automotive company, we need to be confident in exploring new tactics. TikTok allows us to do that.”