Source : http://waterwerksnw.com/images/2010GTI.jpg

Case Study

Challenge VW launched its new Golf MK6 GTI model in the worst economic environment in a century after

disappointed reviews for its Golf MK5 GTI model, and had to do so with a much lower marketing budget.

ObjectiveSpread positive Word Of Mouth about the new model to help generate sales and hit sales target

StrategyMarket Sentinel persuaded VW that they needed to develop additional channels of communication with the market or risk achieving the same poor sales results as the Mk5 launch. Market Sentinel techniques identified the best connected most influential commentators on the subject of Hot Hatch backs in blogs and forums advised VW how to approach them, and persuaded VW to treat them in the same way as motoring journalists. So the 16 most influential commentators on the topic were invited to the Track Day and the Launch.

ResultsSales of the GTi exceeded target by 41%. Market Sentinel tools monitored the result showing significant increases in share of voice and improved sentiment predicting the sales success. VW have adopted the approach as ‘standard’ and it will be used in all major campaigns.

The Network

Top 20 Influencers ‘ Hot HatchBacks’

Name Website Influence PopularitySeatCupra.net seatcupra.net 100 85.96Auto Express autoexpress.co.uk 91.72 68.42Autocar.co.uk autocar.co.uk 91.64 85.96MotorAuthority motorauthority.com 82.75 100VW Vortex forums.vwvortex.com 72.35 63.16VAGdrivers.net vagdrivers.net 70.39 43.86VW MK1 Owners Club vwgolfmk1.org.uk 62.98 63.16Dubforce.net dubforce.net 61.5 49.12VW Audi Forum vwaudiforum.co.uk 61.32 54.39R32OC r32oc.com 58.65 49.12Motor Trend motortrend.com 58.6 49.12VW Caddy Community vwcaddy.com 58.03 45.61Car Magazine carmagazine.co.uk 57.81 64.91tyresmoke tyresmoke.net 57.49 63.16Mazda mazda.com 57.02 42.11What Car? whatcar.com 56.77 57.89MSN Cars cars.uk.msn.com 54.91 49.12Volkswagen volkswagen.co.uk 54.7 36.84Parkers.co.uk parkers.co.uk 51.99 45.61VW MK2 Owners Club vwgolfmk2.co.uk 49.73 50.88

Graphs

Campaign success

  Target Achieved

Video in each forum 1 more than 1

User-generated videos 5 17

Viewers of videos and threads 17,500 69,217

Posts 450 473

Sentiment increase 0.1 0.2

  Before Event (10th May – 3rd June) After Event (4th June – 26th July)

Mentions per day 17 29

Sentiment + 0.5 + 0.7