Connecting our flagship model to the right high-end buyers
“This was a crucial campaign for us,” explains Audi Middle East’s Digital and CRM Manager, Karen Weibrecht. “The A8 is one of the most important models for us in the region and it’s crucial that our campaign speaks to the relevant audience of likely buyers. It’s important to generate the quality of leads that convert into sales in the showroom.”
Audi’s media agency PHD worked closely with LinkedIn’s account team to develop a targeting approach that leveraged the brand’s audience insight. “You can’t make the same assumptions about the age of likely buyers as you would in European markets,” points out Brian Zhanda, PHD's Manager, Performance. “In the Middle East, people with the income level we are looking for are often much younger. Working with LinkedIn, we developed a strategy of targeting government-related industries, where our likely buyers were most likely to be working. And we also used LinkedIn data to build a second segment of high-net-worth individuals that we could target in parallel.”
Using LinkedIn data to replicate Audi’s audience segmentation delivered the reach and engagement levels that Karen and Brian were looking for. The campaign engaged more than 300,000 relevant professionals across its nine Middle East markets. By adding the LinkedIn Insight Tag to Audi’s website, the team was able to access detailed demographic information on those clicking through, confirming that they fitted the relevant audience profile. “We’re able to see the seniority level of the people engaging with Audi along with the company they work for, which gives us the confidence we want that we’re reaching the right audience,” says Brian.