After the success of its Snapchat Super Bowl campaign, Audi wanted to continue to build relationships with female, Millennial, first-time luxury buyers. Huge and Audi forged a first-of-its-kind social TV partnership with ABC Family's "Pretty Little Liars," leading to one of the most successful campaigns on Twitter.
We evaluated several shows and chose "Pretty Little Liars" to engage the Millennial target audience: it's the number one show among women 18 - 34 and the most tweeted show on TV. The audience is dedicated, engaged and savvy, so the partnership would provide collaborative content opportunities centered on the fans.
We created a premium viewing experience by working with the show's producers to create fresh, programmatic content just for the second screen, luring the show's audience to tune into the Audi Snapchat each week. Every Tuesday, fans eagerly awaited the exclusive clues, commentary, puzzles, and star access that Audi provided.
We deployed the campaign strategically, so as not to alienate Audi followers who may not have been "Pretty Little Liars" fans. By promoting the campaign exclusively through TV-targeted promoted tweets to fans of the show, we bypassed automotive enthusiasts to reach only our intended targets.
Twitter announced it was one of the most successful campaigns they've ever seen, performing better than 98% of all previous campaigns on the platform. A Nielsen Brand Effect study showcased that users who engaged with the tweets were 13% more likely to have a favorable view of the Audi brand.
After the success of its Snapchat Super Bowl campaign, Audi wanted to continue to build relationships with female, Millennial, first-time luxury buyers. By all accounts, Audi successfully influenced its female Millennial target demographic, who make up the vast majority of the "Pretty Little Liars" audience.
Twitter announced it was one of the most successful campaigns they've ever seen, performing better than 98% of all previous campaigns on the platform. A Nielsen Brand Effect study showcased that users who engaged with the campaign's sponsored tweets were twice as likely as the average Twitter user to say Audi provides entertaining social media content. In addition, users who engaged with the sponsored tweets were 13% more likely to have a favorable view of the Audi brand overall, compared to the average user.
Over the course of the campaign, Audi gained more than 115,000 Snapchat followers, reaching a total of 125,000. Snaps consistently received views in the five figures, up to 75,000 per snap and amounting to over 9.8 million views for all snaps during the season. Snapchat followers took more than 187,000 screenshots, many of which were reposted to Twitter, Tumblr, and Instagram. Overall, Audi created 487 million Twitter impressions during the season and generated 29,000 mentions of the #PLLAudi hashtag.
The campaign also caught the attention of the media, generating more than 75 stories and blog posts, reaching over 97 million impressions. Audi, already frequently lauded as one of the best brands on Snapchat, solidified its status as a social thought leader on a rapidly growing platform. It was one of the first brands to achieve great success on the emerging Snapchat platform, both with the Super Bowl campaign in February 2014 and this campaign in summer 2014. It is also the first luxury automotive to have a significant presence and following on Snapchat, and it's one of the most followed brands on Snapchat across all industries. This campaign marked the first time ABC Family partnered with a luxury automotive brand for a social campaign and the first time the network leveraged Snapchat.