Merkle supports AUDI AG in reaching special target groups on YouTube, such as journalists and professional multipliers, with comprehensive SEO measures.
In the context of an overarching channel strategy for AUDI AG, the existing corporate channels were sharpened in terms of their future goals, target groups, functions and KPIs on the basis of company specifications, user and usage data - and clearly differentiated from one another.
YouTube was identified as the optimal platform for journalists and professional multipliers. It was important to address the target group directly and thereby achieve the greatest possible impact for AUDI AG and its new "What's up, Audi?" format.
To reach journalists and professional multipliers directly and without wastage, insights into the specific search behavior of these target groups were analyzed and applied: Channel and video descriptions as well as textual elements are based on SEO analyses. They thus ensure high visibility and relevance among the relevant people.
Simultaneously, channel design and video formats reflect the needs of the target groups - and activate them to follow the channel or increase the watch time of the videos.
By consistently linking SEO-optimized content, suitable video content for the target groups, and platform-specific formats, we expand the target group address on YouTube and offer added value - through direct insight into the #AudiUniverse.
AUDI AG's user-centric YouTube channel was able to attract and activate 1,000 subscribers within one month - a number that is normally reached on average after 12 months. After a total of 6 months, the number of subscribers to the channel has grown to 10,000. In addition, an average video view rate of 45% was achieved - at that time an average increase of about 13% compared to cross-industry video views.
