PHD UAE and Audi’s challenge was to launch the new Audi A8 across nine markets in the Middle East, using Audi’s audience insights to target the most relevant potential buyers, and thus connecting their flagship model to the right high-end buyers.
PHD worked closely with LinkedIn’s account team to develop a targeting approach that leveraged the brand’s audience insight.
“You can’t make the same assumptions about the age of likely buyers as you would in European markets,” points out Brian Zhanda, PHD UAE’s Performance Manager. “In the Middle East, people with the income level we are looking for are often much younger. Working with LinkedIn, we developed a strategy of targeting government-related industries, where our likely buyers were most likely to be working. And we also used LinkedIn data to build a second segment of high-net-worth individuals that we could target in parallel.”
Using LinkedIn data to replicate Audi’s audience segmentation delivered the reach and engagement levels PHD and Audi were looking for. The campaign engaged more than 300,000 relevant professionals across its nine Middle East markets. By adding the LinkedIn Insight Tag to Audi’s website, the team was able to access detailed demographic information on those clicking through, confirming that they fitted the relevant audience profile. “We’re able to see the seniority level of the people engaging with Audi along with the company they work for, which gives us the confidence we want that we’re reaching the right audience,” says Zhanda.
Results included:
- Video through sponsored content generated over 300,000 views amongst the target audience, with a view rate of 35% and a completion rate of 22%
- 80% of viewers watched more than half of the film
- The InMail campaign generated an outstanding open rate of over 66%, with 5.7% clicking through to “Experience More”
Besides driving awareness for the A8 launch, engaging audiences on LinkedIn is now providing Audi and PHD with a powerful foundation for future luxury campaigns.
“The data that this campaign has given us on the companies that are most likely to engage is going to be extremely useful going forward. We’ll be able to personalise LinkedIn campaigns for those specific businesses for even higher engagement,” concludes PHD’s Zhanda.
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