“We chose LinkedIn as the perfect partner for the launch of the new A8, largely due to the high-end professional audiences we were able to reach on this trusted platform.” Learn how Audi utilised LinkedIn and generated an 8% increase in brand perception and strong engagement rates 250% higher than benchmarks.

1. March 2018
240%
246%
above LinkedIn
automotive CTR
benchmark
8%uplift in brand
perception
above LinkedIn
automotive
engagement rate
benchmark
AUDI DRIVES BRAND
AWARENESS WITH LINKEDIN
Using LinkedIn’s innovative targeting capabilities,
Audi created a buzz around their A8 luxury vehicle
with the right audiences.

2. March 2018
CHALLENGE
AUDIENCE
RESULTS
To create awareness and drive interest for
a product not yet available on the market.
Primary – Senior-level execs, career changers
Secondary – Affluent millennials, influencers
SOLUTION
Targeting the right audience, at the right
time, in the right way.
Using job title, skills and behavioural
targeting, LinkedIn served up a variety
of Sponsored Content formats to the
audiences that mattered.
200%+ increase above the LinkedIn
automotive benchmark for both CTR
and engagement.
Significant shift (+8%) in the brand attribute
statement “Audi make cars with intelligent
design” for those at Director-level and above.
“WE CHOSE LINKEDIN AS THE PERFECT PARTNER FOR THE
LAUNCH OF THE NEW A8, LARGELY DUE TO THE HIGH-END
PROFESSIONAL AUDIENCES WE WERE ABLE TO REACH ON
THIS TRUSTED PLATFORM.”
Rich Burgess, Social Media Manager, Audi UK

3. March 2018
CUSTOMER JOURNEY
Audi’s campaign consisted of four distinct phases, with LinkedIn integration - Sponsored Content
editorial and video and targeting capabilities - used throughout the journey.
TEASE TECH CLOSE-UP
OBJECTIVE:
Generate audience interest
STRATEGY:
Use social images and videos
to hint at a larger campaign
ENGAGE STYLE
OBJECTIVE:
Highlight in-car technology
STRATEGY:
Use LinkedIn research data to
understand what the audience
want to know about
OBJECTIVE:
Push potential purchasers further
down the funnel
STRATEGY:
Target audience with personalised
video content and long-form
content
OBJECTIVE:
Increase association with other
luxury brands
STRATEGY:
Create and activate long-form
content out of interviews with
representatives from Mr Porter,
Polpetto and Oliver Sweeney