The luxury automotive brand created Instagram video ads through the MobileWorks program that opened into Instant Experience to boost awareness for its new e-tron electric vehicle sub-brand, lifting ad recall by 8.5 points.
Audi Canada Inc. is a subsidiary of German automobile manufacturer Audi AG. Founded in 1909, Audi designs, engineers, produces, markets and distributes luxury vehicles. Audi is a member of the Volkswagen group and is headquartered in Ingolstadt, Germany.
lift in ad recall
conversion rate for lead form submission
Audi Canada wanted to boost awareness for the e-tron brand and encourage consumers to learn more about the upcoming first fully electric e-tron vehicle in the Canadian market.
Leading into the launch of Audi’s first fully-electric e-tron vehicle into the Canadian market, Audi Canada worked with Runway Films to develop cinematic digital film content. The 90-second film showed how the car empowered invigorating outdoor experiences for a group of female professional athletes.
Audi Canada was excited about the film content and wanted to use it in its mobile strategy. So, through the MobileWorks program—which pairs advertisers with partners who produce mobile-first creative—Audi partnered with Facebook Creative Shop and Facebook Marketing Partner VidMob to determine how best to transform the long-form video into ad assets accessible for mobile viewing on Instagram and Facebook.
Together, they repurposed the film into various short-form video ads using mobile-first best practices—adding text overlay to clearly deliver the message even with the sound off, and including branding in the first few seconds to create a strong connection between the brand and hybrid/fully electric vehicles.
The video ads interspersed images of nature with shots of the car, along with the messaging “Rethink how you recharge” and “Prepare to be electrified.” Each ad included swipe-able Explore More or Learn More call-to-action buttons that opened into a full-screen Instant Experience to better grab viewer attention and tell a stronger brand story. From there, people could fill in a personal contact form to sign up to receive more information about the car.
Audi Canada’s media agency Touché advised the car brand to select automatic placements, which ran the ads in Instagram feed, Instagram Stories or Facebook News Feed, depending on which placement was most likely to drive the best results at the lowest cost.
Audi Canada showed these ads to Canadian men and women aged 33–55, as well as to those with an interest in luxury, eco-friendly lifestyles and hybrid and electric vehicles. Audi Canada determined the results of the July 30–August 26, 2018 campaign using a Facebook brand lift study, which revealed:
8.5-point lift in ad recall
18% conversion rate lead form submissions