Volkswagen, a well-known automotive brand, wanted to promote their Tiguan car to a wider audience in India and South Asia. They wanted to create a campaign that showcased the importance of the journey, both literally and metaphorically. Volkswagen partnered with AUGMENT, a leading influencer marketing agency, to launch a three-part video series featuring three celebrity-influencers: Neeta Lulla, the designer; Sunidhi Chauhan, the singer; and Sumeet Vyas, the actor.
Mission
The challenge was to create a campaign that resonated with the target audience and showcased the Tiguan's features in a subtle and effective manner.
Solution
AUGMENT created a three-part video series that highlighted the journeys of the three celebrity-influencers. The videos were produced, directed, and edited by AUGMENT and showcased the intricate details of each personality's journey. The videos were accompanied by a print campaign in Travel + Leisure India & South Asia's issue, which featured elegant portraiture and non-intrusive and seamless inclusions of the Volkswagen Tiguan.
Achievement
The campaign gained a total reach of 1.7 million, with 120,000 engagements and 110,000 views. The videos showcased the Tiguan's features in a subtle and effective manner and resonated with the target audience. The print campaign featured in Travel + Leisure India & South Asia's issue helped to increase the visibility of the campaign and promoted the Tiguan to a wider audience.
The Volkswagen Journey Influencer Campaign for Travel + Leisure India & South Asia successfully showcased the importance of the journey and highlighted the Tiguan's features in a subtle and effective manner. By partnering with celebrity-influencers, Volkswagen was able to connect with the target audience and promote their brand to a wider audience.
