Volkswagen is launching a social media campaign called "think small" to engage millennials and build brand loyalty by encouraging environmentally friendly actions. Participants will submit photos or videos demonstrating their small contributions to the environment using their Volkswagen Beetle, with the chance to win a Beetle convertible and a donation to a chosen charity. For every entry, Volkswagen will plant a tree, emphasizing their commitment to sustainability.

1. Volkswagen Beetle Social Media Campaign
Courtney Garrett
@courtmgarrett
#ThinkSmall.
Tuesday, July 9, 13

2. @courtmgarrett
Task: Add a social
component to a historical
campaign created pre-
social media.
Tuesday, July 9, 13

3. Resolution: Volkswagen Beetle “Think Small”
social contest campaign.
Objective: Build brand loyalty with Millenials
through social conscious motivation passion point
& bring awareness to and strengthen a “greener”
culture.
@courtmgarrett
Tuesday, July 9, 13

4. #ThinkSmall
Consumers will submit photos/video of the small things
they do in order to keep the environment safe with their
Volkswagen Beetle. Entries will be loaded via social media
platforms with the hashtag #ThinkSmall.
The entry with the best photo-story/video-story will win a
2013 Volkswagen Beetle convertible and a cash donation
to the charity of their choice.
@courtmgarrett
Tuesday, July 9, 13

5. Audience Reach
• Primary: Online
• Facebook
• Twitter
• Vine
• Instagram
• Tumblr
• Secondary: Offline
• Print (Magazine)
@courtmgarrett
Tuesday, July 9, 13

6. Advertising & Tracking
The hashtag #ThinkSmall will be used across reach platforms to
keep track of entries and engagement efforts.
A custom built Facebook tab and Tumblr page wil also have the
ability to pull il in entry photos/videos.
Facebook & Twitter ads and Sponsored Tumblr posts will create
awareness as well as run media.
@courtmgarrett
Tuesday, July 9, 13

7. Green Initiative
To ensure engagement and to align with the “green”
initiative, Volkswagen will plant a tree for every entry.
@courtmgarrett
• Volkswagen was named
a Top Global Green
Brand for 2012, being
honored for its
environmental
sustainability & fuel-
efficient vehicles.
• Ranked 4th overall &
3rd on the “50 Best
Global Green Brands”
report.
Tuesday, July 9, 13

8. Volkswagen and millenials changing the world, one Beetle at a time.
#ThinkSmall.
Tuesday, July 9, 13