How Audi Targeted Engaged Audiences on LinkedIn
Success Story: How LinkedIn and PHD identified previously untapped and highly engaged audiences for the Audi A6 and A8 through optimized targeting
May 1, 2019
After a successful Audi A8 LinkedIn campaign in the United Kingdom and the Middle East, the luxury automobile brand was eager to find similar success in the United States through a focused “audience-first” strategy and real-time optimizations on LinkedIn.
To launch the Audi A8 and A6 models in the U.S., Audi and its agency, PHD, enlisted LinkedIn to reach a targeted and highly discerning audience. To reach this audience, LinkedIn used first-party data from Audi and advanced click demographics to optimize performance throughout the campaign. Custom reporting allowed LinkedIn to deliver insights on key audience segments, such as “Finance-Minded World Traveler” and “Opinion Leaders” and to uncover new targets beyond these personas.
“We saw an opportunity to creatively leverage the LinkedIn platform to build awareness for the all-new Audi A8 and A6 models by using a very focused, audience-first approach,” said Loren Angelo, VP-Marketing, Audi of America.
The campaign, which featured Audi becoming the first consumer automotive brand to use carousel ads on LinkedIn, quickly delivered strong performance. For instance, Audi’s Content Marketing Score on LinkedIn has previously ranked fifth among luxury automakers in the U.S. After the campaign which engaged new and undiscovered audiences, Audi had rocketed to first.
Some other key results from the campaign’s performance on LinkedIn:
- 140% above click-through rate benchmark
- 125% above engagement rate benchmark
- 35% above earned media benchmark