PHD UK, Tribal, Facebook, VW Financial Services: VW ID.3 EV Education Campaign

The objectives for this social campaign were to help the audience overcome barriers to purchase by driving awareness of the ID.3 and building consideration through engagement with informative, educational content. To capture maximum unique reach within the UK population, the strategy spanned three social media platforms: Twitter, LinkedIn and Facebook. It was considered that those open to considering an electric vehicle are a varied audience with broad interests, meaning the strategy aimed to target EV considerers on the platform they most preferred, with content and ads aligned with how they were most receptive to and willing to engage with key information.

The results were very impressive – in total, the paid social campaign delivered awareness and consideration of the ID.3 throughout. The innovative ad format significantly boosted consideration, generating over 3200 quality visits to the Volkswagen UK website with more than a 55% reduction in cost, and generated over 111 million impressions overall.