Case Study with Audi
Thanks to Civeys ongoing and professional support, we can track the goals of our communications strategy in real time. Their expert guidance helps us integrate data insights into our work in the best possible way.
Through Civeys ongoing, representative surveys, the automaker Audi optimizes its strategic communications based on in-depth, data-driven insights. With Civeys innovative data solutions, Audi gains valuable insights into its brand’s perception and reputation and sustainably improves the effectiveness of its communications strategies.
Background: Objectives and Methodology
The main objectives of the collaboration are to map Audi’s reputation and perception, for example in the areas of executive leadership, innovation, and employer branding. To this end, Civey employs continuous live monitoring that analyzes key strategic communication topics in real time. The collected data is segmented according to Audi’s internal personas, enabling a tailored analysis.
Civey conducted extensive persona surveys in the U.S. and Germany with the aim of generating concrete insights into media usage and advertising perception behaviors. Furthermore, Civey conducts regular surveys as part of an industry benchmarking process to examine perceptions of and attitudes toward Audi in comparison to its direct competitors.
Through ongoing campaign tracking for specific model campaigns—such as the Q6 e-tron, A6 e-tron, and A5—Audi receives valuable real-time data from Civey to measure the impact of its current advertising campaigns among defined target buyer groups.
Our Solution: Consulting and Implementation
The collaboration between Audi and Civey is characterized by a close and cooperative working relationship. A key element of this collaboration is the monthly “Jour Fixes.” These regular meetings serve to coordinate and discuss current findings, ensuring a continuous exchange of ideas. These meetings are supplemented by intensive on-site workshops at Audi. These workshops provide an opportunity to delve deeper into the survey results in detail and, building on them, develop strategic recommendations.
Through monthly strategy reports, Civey provides detailed insights and concrete recommendations for action that support Audi in its strategic planning. In addition, Civey advises Audi on data-driven communication. This includes support in comparing the effectiveness of advertising campaigns and developing strategic communication recommendations. This ensures that Audi can make optimal use of the data it collects for its communication strategies.
The Result: In a Nutshell
Reputation monitoring—which allows Audi to track brand perception across various areas in real time and respond directly to changes—enables Audi to continuously and strategically adjust its communication strategies. In-depth analysis of the various persona groups allows Audi to tailor and optimize its communication strategies in a targeted manner. As a result, Audi has been able to direct its messages even more precisely and effectively to the respective target groups.
By measuring the advertising impact of model campaigns such as the Q6 e-tron, A6 e-tron, and A5, Audi can gather important insights into the effectiveness of its marketing efforts.
Finally, industry benchmarking provides Audi with clear assessments of its reputation in comparison to direct competitors. This ongoing comparison has helped Audi continuously review and adjust its strategies.