From my in-house career, before I founded White Cloud. Like all in-house work, this was a team effort. I led the strategy as Head of Marketing. Our media agency built and ran the campaign with my team.
- Company: Volkswagen New Zealand
- My role: Head of Marketing, Volkswagen New Zealand
- Year: 2017
- Headline result: 2 Gold and 2 Silver Beacon Media Awards 2017
The situation
The 2017 Tiguan had so many compelling features that no single message would appeal to everyone in the target audience.
What I found
The answer was not one better message. It was the right message for each person, based on what they were already looking for.
What we did
- A data strategy using first, second and third-party data
- 20 qualified in-market audience segments
- 10 different selling points, each matched to the audiences most likely to care
- Ads that showcased features based on user profiles and browsing habits, run with our media agency
What changed
- 2 Gold and 2 Silver awards at the Beacon Media Awards 2017
What I learned
Data doesn’t replace the idea. It decides who sees which part of it.
The hard work was upfront: agreeing the audiences and matching each one to a real reason to buy. Once that was right, the media could do its job.