VOLKSWAGEN POLAND

In Poland, automaker Volkswagen saw a 2.5X lift in action intent for its new Taigo SUV after adding Instagram Reels ads to its usual ad placements for the launch campaign.

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THE STORY
A moving story

Volkswagen Motor Polska was established in Poland in May 1998 as part of Volkswagen AG, one of the world’s largest automotive manufacturers.

2.5X

lift in action intent among people aged 45–54 for usual ad placements and Reels ads combined, compared to its usual ads alone

2X

lift in ad recall among people aged 35–44 for usual ad placements and Reels ads combined, compared to usual ads alone

24%

lower cost per ad recall lift for usual ad placements and Reels ads combined, compared to usual ads alone

Diversifying our format mix paid off. Reels noticeably improved the memorability of our product launch campaign among customers. Higher ad recall supported awareness of the new car model, which was the ultimate goal of the campaign.
GRZEGORZ KOGUT, HEAD OF MARKETING COMMUNICATIONS, VOLKSWAGEN POLAND
THE GOAL
Driving brand awareness

Volkswagen wanted to find the most effective way to raise awareness of its latest car—the Taigo—and to test the impact of adding Reels to its regular placements on Meta apps.

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THE SOLUTION

Adding Reels ads to the advertising mix

Volkswagen Motor Polska already advertises successfully across Meta apps, and its usual strategy includes placements in Instagram feed and Stories, and Facebook Feed and Stories. For the launch of the Taigo, Volkswagen decided to add Reels ads to the mix.

Reels ads are full screen and vertical, similar to ads in Stories, and appear in between individual Reels. As with regular Reels content, these ads will loop and can be up to 30 seconds long. Volkswagen commissioned tailor-made Reels ads, featuring three music videos with up-and-coming artists of completely different styles and genres and impressionistic shots of the interior and exterior of the new car.

The Reels ads were optimised for reach and the campaign was measured by a brand lift study that compared the usual ad placements alone to usual ads and Reels ads combined. Results for the March 23–May 1, 2022 campaign showed:

  • 2.5X lift in action intent among people aged 45–54 for usual ad placement mix and Reels ads combined, compared to usual ads alone
  • 2X lift in ad recall among people aged 35–44 for usual ad placement mix and Reels ads combined, compared to usual ads alone
  • 24% lower cost per ad recall lift for usual ad placement mix and Reels ads combined, compared to usual ads alone
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