David Becker Audi PPpres

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A Power Point Summary of an online marketing campaign for Audi.

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David Becker Audi PPpres

  1. 1. Driving Success, Through the Use of Social Media An Online Advertising Strategy for Audi
  2. 2. What is Audi? Performance Beauty Innovation Safety Luxury Precision Power Achievement
  3. 3. Challenges Facing Audi Challenges Facing Audi <ul><li>-Price </li></ul><ul><li>-Luxury Product </li></ul><ul><ul><ul><ul><ul><li>-Decline in Sales </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>-Economic Recession </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>-Problems for Many </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Luxury Brands </li></ul></ul></ul></ul></ul>-High Brand Loyalty in the Luxury Car Industry
  4. 4. Breaking the Norms of Luxury Car Advertising <ul><li>Viral Video Advertising </li></ul><ul><ul><ul><li>Uncommon in the Luxury Market </li></ul></ul></ul><ul><ul><ul><li>The “Holy Grail” of Online Marketing </li></ul></ul></ul><ul><ul><ul><li>Potential for Millions of Views </li></ul></ul></ul><ul><ul><ul><li>Set apart from BMW, Mercedes-Benz and Lexus </li></ul></ul></ul>
  5. 5. Current Online Presence and Evaluation <ul><li>Facebook Fan Page: 1.2 Million+ Fans </li></ul><ul><li>Audi USA Twitter Page: 10,000+ Followers </li></ul><ul><li>YouTube Channel: 2,500+ Subscribers </li></ul><ul><ul><ul><li>Use Established Outlets to Springboard a Viral Campaign and Spread Awareness Quickly </li></ul></ul></ul>
  6. 6. Viral Strategies <ul><li>Creation of a series of funny videos that encompass stereotypes of luxury car brands and owners </li></ul><ul><li>Utilize Facebook and Twitter to draw attention to a YouTube video or channel </li></ul><ul><ul><ul><ul><li>Audi USA Facebook page has 1.2 million fans </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Great potential fire starter for a viral campaign </li></ul></ul></ul></ul>
  7. 7. The Videos <ul><li>Luxury Category </li></ul><ul><li>Great Video Quality Necessary </li></ul><ul><li>Maintain a Level of Class While Making Comical Videos </li></ul><ul><li>Have Audi Owners and Cars Appear as the Desirable and Attractive Subjects </li></ul>
  8. 8. Benefits from a Viral Campaign <ul><li>Viral Videos Get People Talking </li></ul><ul><li>Potentially Unlimited Exposure </li></ul><ul><li>Chance to Stand Out from Other Luxury Brands </li></ul><ul><ul><ul><li>Creativity </li></ul></ul></ul><ul><ul><ul><li>Originality </li></ul></ul></ul><ul><ul><ul><li>“ Never Follow” </li></ul></ul></ul>
  9. 9. Tracking the Progress <ul><li>Google Analytics </li></ul><ul><ul><ul><li>Track viewers and growth of viewership </li></ul></ul></ul><ul><ul><ul><li>Track regions where views are occurring </li></ul></ul></ul><ul><ul><ul><li>Time spent on channel </li></ul></ul></ul><ul><ul><ul><li>How are viewers finding the videos? </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Tie in Google AdWords to optimize results for video exposure </li></ul></ul></ul></ul></ul>
  10. 10. Allocation of Funds and Budget <ul><li>Viral Video Production- 60 Percent </li></ul><ul><li>Twitter, Facebook and YouTube Channel Staff- 20 Percent </li></ul><ul><li>Incidentals and Writing Staff for Videos - 20 Percent </li></ul><ul><li>Viral Videos: ~500,000 Thousand Dollars in Production Costs </li></ul><ul><ul><ul><li>High Production Quality Consistent with Luxury Brand </li></ul></ul></ul>

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