Volkswagen Malaysia: Jetta Limited Edition Pop Up Party

This case study describes how Volkswagen, the car manufacturer, promoted its new Jetta model in Malaysia with an organic influencer strategy.

Volkswagen Malaysia: Jetta Limited Edition Pop Up Party

Brand: Volkswagen MalaysiaAgency: Geometry Global Malaysia

The Summary Statement

For decades, public relations agencies have always relied on Key Opinion Leaders (KOLs) to endorse client brands as a soft approach to winning the hearts and minds of its followers. For the understated brand the Volkswagen Jetta, however, we needed to refresh their approach when it comes to engaging with KOLs, especially as Malaysian consumers grow savvier in determining what opinions from their beloved KOLs are manufactured and what opinions are grown organically.

Campaign Strategy

Context:

The Jetta is a...

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