Gabriel Angel V.

de Vera
Case Study Report on Volkswagen India
1- What strategy did VW use to drive traffic to its website? Was this strategy successful? Why?
Volkswagen engaged a media agency to manage its paid advertising. Initially, for awareness,
Volkswagen advertised on well-reputed, influential, and high-traffic news and information
portals such as MSN, Yahoo, etc. Volkswagen paid special attention to the brand association
and did not advertise on sleazy websites. It bought premium ad positions on those pages, such
as ads on the home page itself. Volkswagen also advertised on car portals and review sites. The
ad contents of Volkswagen were also media-rich and not just dull, plain ads. Eventually,
Volkswagen also invested in SEO
Yes, this strategy was successful:
Volkswagen ads had a click-through rate of 3% against an industry average of 0.2%. This means
that a good number of the ads displayed by Volkswagen converted to clicks by users versus that
of the industry average.
Volkswagen was able to procure 35% of its website traffic through searches.
Taking the above mentioned together, it can surmise that Volkswagen was generating leads
through its website, which in turn was brought about by the ads and SEO.
2- What KPI's (key performance indicators) should be used to measure VW's social medial
campaign success? Why?
The KPIs that Volkswagen should focus on are engagement, reach, leads, and customers.
Engagement measures the number of likes, shares, and comments that the social media
platform of a company receives. Measuring engagement allows a firm to check on its marketing
message and content. Moreover, if the audience is engaged, it signals interest in the brand and
its offerings.
Reach is another crucial indicator. Reach indicates how far the message is actually traveling and
how many people it has actually reached. Further, reach is quantitative and more measurable
than engagement. But reach without engagement can lead indicate a hollow message.
The third is leads. It is easy to get caught up in the ROI from social media. The number of likes,
shares, and comments does not mean much if it cannot be converted to sales. If a company is
not getting leads, then it is using the wrong platform. So, the translation from following to leads
to sales has to be measured.
Last but certainly not the least is customers. Customers can also be called sales. Volkswagen
has to measure the number of acquired customers from its social media campaign. This is the
most important of all KPIs as the campaign's objective, in the end, is to get people to buy cars
from customers.