Volkswagen: Up! How To

Volkswagen, an automotive brand, educated drivers of its ‘Up!’ vehicle in Brazil on how to use the car’s functionalities by launching an online video manual.

Agency: Proximity Brasil

Objectives

The objective was increase client awareness of the possibilities of Up!'s new functions and reduce complaints on social networks. To do so, we needed to improve the connection with the brand and the consumption of information on the product.

It was extremely important to have well-defined engagement KPIs. We would need a high email opening rate, and we set the aggressive goal of 12% of unique open rate (3 times more than the company's average during that period) and 12% email clicks.

Strategy

The first step of the strategy was thinking of the format that...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands