Audi is outspent by direct competitors and therefore needs to rely on organic reach and engaging users to have an impact.
The Insight:
What's better than car porn? Car porn with a plot.
The Idea:
Turn our Instagram feed into a digital publication of car culture that compels users to engage regularly.
This isn't about one campaign hashtag. We built long-term, sustained community engagement on the Audi Instagram account and became the most engaged-with luxury auto brand along the way.
How? We stopped acting like a car brand and became a publisher of car culture and lifestyle. Instead of looking at the direct competition, we took cues from fashion, arts, and entertainment accounts.
We've been covered in numerous industry publications for innovation and creativity, grown followers to 10.2 million, and delivered millions of organic impressions for a brand that is severely outspent by the competition.
