For fans – from fans - engaging Content Campaign Volkswagen Aftersales
Discover behind the scenes of the campaign to promote Authorized Services and Genuine Volkswagen Accessories®.
Building engagement and creating communities around products and services requires finding more and more unusual solutions. That's why the content campaign we've prepared for Volkswagen after-sales service has only been supported by the brand. It was entirely realized by fans of the brand – owners of cars they use daily. Find out what challenges we faced during the process.
A unique campaign required finding innovation in reaching the right people to participate in it. The bar was suspended high – people which were to be selected, will give our actions authenticity and sincerity. So we decided to abandon traditional casting in favor of reaching to the fans and users of Volkswagen cars.
Challenge 1:
Finding brand ambassadors
Challenge 1:
Finding brand ambassadors
They were selected thanks to a meticulous analysis of the client's social media. We took into account their activity and engagement. Thanks to these conditions, we were able to select a few people that we invited to the initial collaboration, and based on the video business cards they sent, we've identified the characters that match the campaign. They became:
Iwona and Tomek
marriage of wedding reporters
Natalia
barista, running her own coffee shop,
Master Polish Baristas.
The people found are not only users of Volkswagen cars, but also enthusiasts of activities that they deal with on a daily basis. By this, the video materials prepared at a further stage of the work gained an intriguing storytelling.
The selection of people who differ not only in their profession, but also in their lifestyle, the model of the car used or the place where they live every day, allowed us to achieve multi-voice:
Challenge 2:
Different people, different perspectives
Challenge 2:
Different people, different perspectives
Iwona and Tomek
users of the Volkswagen Golf 7 became the voice of the family and home series, in which their daughter, Jagna, appeared. They describe the world of the brand from the perspective of parents, paying attention to their authentic needs.
Natalia Kwiatkowska
user of Volkswagen Golf GTI invites viewers to her world – enterprising, passionate, dynamic and full of inspiring activities.
Different perspectives allow you to reach a wide audience, and from the characters themselves have made the best ambassadors of the Volkswagen brand.
After selecting the topics of the episodes and assigning them to specific characters, there was a shipment of the product for review, which were Original Volkswagen accessories®.
Challenge 3:
Extracting authenticity from product reviews
Challenge 3:
Extracting authenticity from product reviews
Collecting opinions from Iwona, Tomek and Natalia about the accessories being tested, combined with interviews, made it possible to prepare draft pre-recordings that take into account the real user experience. These were nottypical, rigid scenarios. Working on video content required flexibility, mobility and space for spontaneous ideas that were already on the film set itself.
Importantly, it was implemented largely in the natural surroundings of the characters. Natalia shows viewers her own high-quality coffee roastery, which she runs together with her partner in Olsztyn. In turn, Iwona and Tomek invite you to their apartment, where they talk about their lives and how the car they chosen responds to the needs their of marriage. Because of that, it became possible at the start to extract authenticity, which is a value for the final recipients of content.
In preparing the content campaign for the Volkswagen brand, we have given up on involving a professional film crew. Iwona and Tomek, professional reporters, also stood on the other side of the camera, recording some of the episodes. On the film set itself, leading role was our characters and their spontaneous ideas. The creativity we experienced on set made sure we were right to choose the right people for the campaign.
The content campaign for the Volkswagen brand is not only reviews of brand accessories, but also service sections that pay attention to the correct operation of the car on a daily basis, the rules of safe driving and ways to extend the life of the vehicle.
Challenge 4:
Expert advice provided in an accessible way
Challenge 4:
Expert advice provided in an accessible way
To include the educational message of the prepared films – Iwona, Tomek and Natalia gained the substantive support of specialists. The plan therefore included a long-time Volkswagen Authorized Service Technician, a product trainer and an instructor in driving technology improvement. The characters had the opportunity to ask them questions that have always bothered them, as well as to deal with popular myths.
Iwona, Tomek and Natalia were invited to the Poznań ASO, where they could find out how – step by step – the process of carrying out various service services looks like. The implementation of one of the sections took place in the driving improvement center, where a specialist shared ways to drive safe in winter. Another was recorded in a car wash where a product trainer shared his extensive knowledge of proper car care.
During the promotion process of the content campaign, the slogan that constitutes its theme "Make yourself happy – you are at home" was chosen. Prepared video content also received its own landing page "Service and accessories through the eyes of fans".
Challenge 5:
Promoting content campaign
Challenge 5:
Promoting content campaign
On it, too, there are extensive descriptions of creations, in which storytelling plays an important role. These are the real stories of authentic users of Volkswagen cars, Volkswagen genuine accessories® and people using Volkswagen Authorized Services – deeply anchored in their everyday life.
Campaign can be seen at:
https://www.volkswagen.pl/pl/swiat-volkswagena/magazine/serwis-i-akcesoria-oczami-fanow.html
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ul. Saperska 42c/12, 61-493 Poznań, Poland
office@riverwood.pl