“INEOS has been working with the StoryStream team and platform for over four years. We see StoryStream as a key enabler in growing customer advocacy and building a rich library of authentic community content. This helps us build trust with prospective customers, bring the INEOS owner community to life and ultimately turn more prospects into INEOS owners.”

- Hannah Crowther, Global Marketing Manager, INEOS Automotive 

The INEOS Grenadier is built to go almost anywhere in the world, and the people who own one take that seriously. Grenadier drivers are adventurers, explorers, outdoor enthusiasts and passionate INEOS supporters, and increasingly they are the ones telling the brand’s /story: where they have taken their vehicle, what it is like to live with one, and why they bought it in the first place.

INEOS wanted more community content on its website, in the form of video and imagery from owners, and a site that felt as engaging as the community itself. Just as important was giving that community somewhere to be heard, a proper platform to share their experiences and connect with other owners. Working with StoryStream, INEOS has built a content programme that does both: it gives the Grenadier community a voice, and it turns that voice into a website that converts.

Two goals, one programme

The partnership started small, pulling INEOS’s social content automatically onto the homepage. From there it grew. INEOS built out UGC on its model pages, launched a dedicated community page, and most recently added a fleet page showcasing Grenadiers in service as emergency vehicles.

That growth reflects two things INEOS cares about equally. The first is community: giving Grenadier owners a voice, encouraging them to share their own stories, and letting other owners see where people are taking their vehicles. The second is more familiar to any automotive brand: turning that engagement into commercial outcomes, from test drive bookings to vehicle configurations.

Ineos Grenadier owners from around the world post high quality content regularly across social media showcasing the Grenadier's capabilities. This trust-building content builds has been deployed on homepage galleries and across model pages, ramping up inspiration and conversion to test drive/configuration

Building a louder community

Up until early this year, a lot of the conversation happening around Grenadier, on social media and among owners, was not being captured or amplified. Since January 2026, INEOS has pushed to change that, using StoryStream to give the community a proper voice across its channels and its website.

That has meant content briefs, guidance on best practice for social call-outs, and a steady process for sourcing direct UGC. INEOS works alongside its agency to log requests through the StoryStream platform, sourcing content from owners and then publishing it back out, not just on the website but onto INEOS’s own social channels too.

The results are visible on Instagram. The INEOS Grenadier account has grown from around 350,000 followers at the start of 2026 to 408,000 today, with average engagement per post sitting at c.1,000 likes. 

INEOS also tracks the direct impact of StoryStream-sourced content on social media, comparing engagement on UGC collected through the platform against engagement on standard brand content, to understand how much extra reach and interaction community content is driving.

Where the content lives

Grenadier UGC now appears across the site: on the homepage, pulled directly from Instagram, on the model pages for the vehicle’s limited-run editions on the Quartermaster, stationwagon page, and on the Community Hub. INEOS has also started building out content for specific community meetups and events, such as Moab and the 50 states 50 trails campaign.

The newest addition is a fleet page dedicated to Grenadiers in service as emergency vehicles, a niche but genuinely engaging use case for the platform. Reviews are the next content type in the pipeline, discussed with INEOS this week and expected to go live soon.

Inspiring galleries of real user generated content from Instagram sits prominently on the Grenadier model pages. With this content on page, visitors' likelihood to book a test drive or arrange a vehicle configuration increases by c. 47%.

Driving conversion

On the commercial side, StoryStream tracks INEOS’s key web conversions, principally test drive bookings and vehicle configurations, across more than 100 markets. Reporting focuses on INEOS’s biggest markets, the US, UK, Australia and the Middle East, where StoryStream-powered content is showing on average a 47% increase in key conversions.

Together, the two halves of the story, community and conversion, give a fuller picture of what INEOS has built with StoryStream: a way to let real owners speak for the brand, and a way to turn that voice into people that can’t wait to book a test drive in the incredible Grenadier.