My Love for Volkswagen
BACKGROUND
As a global brand, Volkswagen has been faced with a big local challenge in Slovenia. The global content has not touched Slovenians as much as Volkswagen would have wanted. As part of a global group, Volkswagen has a variety of pre-prepared content at their disposal, and it is designed to be suitable for all markets. In Slovenia, however, Volkswagen is a brand that is so popular that Slovenians have accepted it almost as their own. For many, the Volkswagen parked in their yard is part of their personal identity. Families are proud to own a Volkswagen for generations. Cleaning the car on a Sunday is not a chore, but rather a ritual.
IDEA
We turned the content strategy upside down. We visited every Slovenian village with a mission to find authentic stories of a common man with great love for Volkswagen – stories of collectors, car restorers, travellers, entrepreneurs and families who have been driving Volkswagens for generations, stories that have touched our followers deeply. As soon as we started searching for authentic local stories on social media, people started coming forward to share their stories. Everyone shared their story for free and was so proud of it that they went on to share the posts with their entire village, friends and family, giving our organic reach a hefty boost.
EXECUTION
Depending on the characteristics of each story, the content we created was divided between the different channels of the Volkswagen digital ecosystem. The online VW magazine represents the hub of all the content, while VW Facebook, VW Instagram, VW LinkedIn, VW YouTube and VW E-mail serve as distribution channels. Even though the original plan was to record all the stories, there were so many fans of the brand coming forward that we couldn’t record all of the stories; many of them are written as posts or articles, and the majority haven’t even been addressed yet.
RESULTS
organic reach compared to local contents
people daily organic reach of digital channels
of shared stories