Audi’s Social Media (and traditional Marketing Campaign) for its new Ad, “Daughter”
Disclaimer: Before you read further, I just want to clarify that I am not trying to make a political statement in anyway by discussing Audi’s new campaign. While I am the mother of a seven-year old girl, who also happens to be an Audi owner, I think this campaign is a great example of paid, owned and earned media from our discussion in last week’s class. For anyone who hasn’t seen it yet, Audi is premiering its #driveprogress “Daughter” ad on TV during the Super Bowl tonight (paid media) and it’s creating a lot of buzz on the internet. However, Audi actually launched the ad on February 1st on its Facebook page (owned media), and a screen shot of the ad is featured on AudiUSA’s Careers page on its website, where job seekers (and anyone who is interested) can read some of its policies regarding equal opportunity and equal pay for all of its employees (owned media).
The ad is getting a lot of feedback, both good and bad, from people who have viewed it, so Audi is receiving lots of positive and negative earned media around this campaign. As I write, the Facebook post featuring the ad has been shared 4,492 times and has received 1,183 (some of them are responses from Audi to both positive and negative views of the ad). NBC News and Forbes have both published articles about the ad on their websites (below), as have many others.
While creating a campaign that some find controversial, Audi does still manage to actually market its new 2018 S5 Sportback that launches later this year in a non-traditional car ad kind of way, as well. Whether people agree or disagree with the context of the campaign, I feel Audi has made the most out of using paid, owned and earned media.
