Case Study: Volkswagen Malaysia achieves 960 test-drive signups and a major brand-awareness lift with Facebook

Volkswagen - Customer Case Study

Volkswagen Malaysia launched the Vento — its most affordable, turbocharged sedan — and faced the challenge of introducing the new model to a middle-class audience, communicating both performance and value, and driving test‑drive signups in a competitive segment.

Using Facebook, Volkswagen ran mobile‑optimized 30‑second videos adapted from TV, followed by carousel and lead ads with location, demographic and Custom Audience targeting and reach‑and‑frequency buying. In under eight weeks the campaign reached 7.5 million Malaysians (68% of the target), drove 960 test‑drive signups, lifted ad recall by 18 points and brand awareness by 10 points, and delivered a lower cost per lead versus the brand’s average.

Volkswagen

Isabela Pascu

Head of Marketing