In today’s piece, we’ll delve into the world of LinkedIn, and discover how Audi utilized LinkedIn Analytics for raising brand and product awareness.
Many people confuse building a brand with building awareness. Getting the right audience to know you is a big part of brand marketing, of course. Yet, it’s not the only thing you have to achieve. There’s far more to it than that.
The art of building a brand involves moving people through several different stages of consideration. Having different conversations at different moments, and with different purposes in mind. There’s a lot of nuance to how you address the varied audiences that will decide the success of your products, and the objectives that you have in mind when you do. You need awareness, but you also need association and affirmation, building reputation and word of mouth, intrigue and interest, desire and aspiration, and the conviction that a brand and product are right.
Audi along with agencies PhD and We Are Social knew from the start that LinkedIn would be the ideal platform for launching the new A8 model. The A8 is a premium saloon, packed with exclusive and superior technology. The audience that could appreciate this elegance and innovation were on LinkedIn. Moreover, they are far easier to identify and target with LinkedIn Analytics than anywhere else. Therefore, Audi made an early decision to launch the A8 social campaign exclusively on LinkedIn.
Audi AG is a German automobile manufacturer that designs, engineers, produces, markets and distributes luxury vehicles. Audi is a member of the Volkswagen Group and has its roots at Ingolstadt, Bavaria, Germany.
Audi and its agencies PhD and We Are Social wanted to find the ideal campaign for launching the new A8 model. The target was two key audiences: top executives and entrepreneurs who buy and drive for themselves, and the chauffeurs who invest in vehicles to drive senior executives. Every aspect of our campaign was tailored to the particular needs of these two distinct audiences.
Audi assessed its success by enhancing three important aspects of brand perception: that "Audi make cars with intelligent technology", that “Audi make cars we want to be seen in”, and that the A8 is a vehicle people would be happy to recommend to friends and family. Research showed the LinkedIn campaign delivering significant uplifts of 8% or more across each of these three metrics.
The campaign’s engagement rate was 240% the benchmark for an auto campaign on LinkedIn. Engagement and completion rates for the short-form teaser video showed its impact across the different audiences. Meanwhile the long-form content developed with We Are Social’s influencers played a major role in establishing the desirability of the vehicle.
The Audi campaign was a masterclass in combining varied video content, beautiful photography and long-form written posts, and using LinkedIn analytics and brand research to assess the impact in detail. As a result, the brand created a fantastic platform for translating the demand it’s generated around the A8 into leads and sales.