AUDI AG: YOUTUBE FOR JOURNALISTS

Merkle supports AUDI AG in reaching special target groups on YouTube, such as journalists and professional multipliers, with comprehensive SEO measures.

Audi YouTube Reference Merkle

At a glance

  1. 01The challengeCommunicate with journalists and professional multipliers
  2. 02Our approachAnalysis of the target group needs and SEO analyses for great visibility
  3. 03The resultSuccessful channel within a very short time
  • Sector

    • Automotive
  • Disciplines

    • Strategy & Consulting
    • Content: Production / Migration
    • Conception
  • Year

    • 2018 - 2021
  • Tech Stack

    • Social Media
  • Services

    • Fullservice
    • Digital Marketing

The challenge

In the context of an overarching channel strategy for AUDI AG, the existing corporate channels were sharpened in terms of their future goals, target groups, functions and KPIs on the basis of company specifications, user and usage data - and clearly differentiated from one another.

YouTube was identified as the optimal platform for journalists and professional multipliers. It was important to address the target group directly and thereby achieve the greatest possible impact for AUDI AG and its new "What's up, Audi?" format. 

Our approach

To reach journalists and professional multipliers directly and without wastage, insights into the specific search behavior of these target groups were analyzed and applied: Channel and video descriptions as well as textual elements are based on SEO analyses. They thus ensure high visibility and relevance among the relevant people.

Simultaneously, channel design and video formats reflect the needs of the target groups - and activate them to follow the channel or increase the watch time of the videos.

Setup of the YouTube channel

Screenshot new Audi YouTube Account

By consistently linking SEO-optimized content, suitable video content for the target groups, and platform-specific formats, we expand the target group address on YouTube and offer added value - through direct insight into the #AudiUniverse.

Project procedure

1. Concept creation & concretion

We support the Audi AG in creating a strategic concept and deriving the channel alignment based on goals, target group & KPIs. In addition, we defined the process: Upload Management, Descriptions & Reporting Frequencies.

2. Channel setup (operational design)

We created all description texts for the video uploads, designed and created channel art such as logo, thumbnail template and header. The entire look & feel is based on the Audi CI.

3. Implementation & Go-Live

We opened the Audi YouTube channel and uploaded all assets. In the process, we created various channel sections and playlists, as well as translated existing descriptions and optimized SEO.

4. Continuous optimization & channel setup

Impact monitoring, regular video uploads and continuous SEO evaluations & optimizations continue to be part of our services for Audi.

The result

Successful channel within a very short time

AUDI AG's user-centric YouTube channel was able to attract and activate 1,000 subscribers within one month - a number that is normally reached on average after 12 months. After a total of 6 months, the number of subscribers to the channel has grown to 10,000. In addition, an average video view rate of 45% was achieved - at that time an average increase of about 13% compared to cross-industry video views. 

Screenshot YouTube Whats up Audi
  • Subscribers one month after channel setup

    1000.0
  • Subscribers generated after only 6 months

    10000.0
  • Ø Call rate in video ad campaigns

    45.0%
Cornelia Böhm, Global Social Media Strategist at AUDI AG
"In Merkle, we have had exactly the right partner for user-centred communication for years: competence, flexibility and prompt reaction to constantly changing customer requirements ensure that our brand, its products and topics are placed in the best possible way. One of the many highlights is the most successful campaign of the AUDI AG communications department to date. This is what a brand needs to stay relevant in the market."
Cornelia Böhm, Global Social Media Strategist at Audi AG

Discover more success stories

You want to establish new social media channels or optimize existing ones? We are happy to provide support.

Merkle sales contact persons in the DACH-region
Your contacts at Merkle: Mathias Fanschek for Austria, Tobias Hollritt for Switzerland and Benjamin Quitter for Germany