Case Study: Volkswagen Malaysia achieves 1,107 pre-launch leads and a 9.4-point awareness lift with Facebook mobile video and lead ads

Speeding up car sales with Facebook mobile video and lead ads

Volkswagen Malaysia turned to a Facebook-first strategy to launch its redesigned Tiguan in the competitive mid-tier SUV market, aiming to build mass awareness and generate qualified leads using Facebook as the primary channel for the first time. The challenge was to put a niche model on the radar of local buyers and drive test-drive sign-ups ahead of and after the launch.

Working with Industria and PHD, Volkswagen ran short, mobile-optimized videos, Canvas ads and lead ads (teasers, retargeting and USP-focused follow-ups) targeted broadly at Malaysians aged 30–49 near dealerships. The campaign delivered 1,107 pre-launch leads, reached 75% of the target audience (4.4M people), achieved a 9.4-point lift in ad awareness, an 11% increase in ad recall, a 3% year-on-year segment-share gain and 19% higher sales in the first month, creating a waiting list and reducing lead costs.

Volkswagen

Jackie Fulkerson

Digital Marketing Manager