MBA Canada + Volkswagen Win Gold MIA Award
Gold – Best in Search, Volkswagen for VW Golf Head-2-Head
It all started off with the Google Think Auto conference insight that owning the online research phase is equivalent to owning the new sales process for car buying. The Global Google/VW summit had also shown that despite being best-in-class in the compact car category, the VW Golf wasn’t even in the consideration set for most compact car buyers in Canada. With this in mind, our challenge was to get consumers at the lower end of the sales funnel who were looking at competitors’ vehicles to consider the award-winning Golf. Our strategic approach consisted of utilizing YouTube’s True View In-Stream and In-Display products to intercept users who were searching for, or watching a video related to, one of our competitors’ vehicles. We would serve them with custom content that put the vehicle they were searching for in a Head-to-Head (H2H) position with the Golf.
This was the first time a Canadian automotive OEM ran a YouTube video search conquesting campaign using custom content that addressed the viewer directly and spoke to the search the viewer had just performed.For the VW H2H campaign, the talent addressed viewers, referring specifically to the vehicle they had searched for. The videos featured native YouTubers, adding authenticity and organic reach, increasing sharability, and encouraging higher video-view completion.
The top three market-share leaders in the compact car segment provided the top converting keywords and the highest CTR for the Golf H2H search campaign. This helped influence the 2015 Golf’s weight of competitive search intercepts for those 3 models resulting in VW Test Drive requests that exceeded objectives. At 80% impression share, H2H ads were on average within positions 1 and 2, or 2 and 3. Average CPV was 58% lower than average. Most important, the campaign drove sales, reaching 23% above target during the campaign. YTD sales as of the end of July were up 194% over 2014.
The award winning campaign is available to view here.