Volkswagen Netherlands

Scroll down to see how this strategy translated into content. All content is in Dutch.

Challenge:
Volkswagen is one of the biggest automotive brands in the world, but sales showed fewer younger people were actively choosing the brand. The challenge was to make Volkswagen feel more relevant to a new generation of drivers.

Outcome:
Helped evolve Volkswagen’s social strategy towards more relatable, platform-native content, resulting in stronger video performance and a clearer understanding of what resonated with younger audiences.

Strategy:
I helped shape a social-first strategy centred on creator-led, highly shareable content that made Volkswagen feel more human and culturally relevant. Instead of making the car the hero, the content focused on funny, recognisable moments in and around the car that younger audiences could instantly relate to.

Execution:
Working with a consistent group of well-known Dutch creators, we built recognisable faces around the brand and developed content designed to feel more relatable - less like a traditional automotive advertiser and more like a car brand that had a genuine connection with its customers.

Why it mattered:
It showed that younger audiences responded more strongly to human, recognisable content than to traditional product-led output, giving Volkswagen a stronger foundation for their future social presence.

Client:
Volkswagen Netherlands, in collaboration with Dentsu Creative Amsterdam.