Volkswagen Middle East Facebook Page
Volkswagen Middle East's Social Media Success
Volkswagen needed to connect with regional consumers to educate them about what Volkswagen stands for.
Japanese cars have dominated the road of the Middle East. To be part of the race, Volkswagen needed to take the journey alongside consumers on their path to discover superior cars and German Engineering. Our task was to navigate them into places where they could experience and know more about the brand. But first, we had to resuscitate its stagnant Facebook page, and give Volkswagen a horn to toot. In a nutshell, the challenge was to make Volkswagen's Facebook page work.
Each journey starts with a single step. In that single step we charted a map of eight destination points throughout the entire year. These were compromised of campaigns as varied as 'Clean The Beach' and the current Volkswagen and Rotana partnership. Each destination was planned to maximize customer engagement with highly social activities that allowed the brand to connect and converse with fans. At the end of the day, the solution was to simply engage with fans with relevant content!
In May 2012, there were 32,291 fans on the Volkswagen Middle East page. Today there are 218,963, an increase of 550% - many of which were added organically. On average, we added 26,600 fans per month - a steady increase which boosted us well above our objective for the year.