CAMPAIGN
VOLKSWAGEN
At POSSIBLE/Wunderman Thompson, I worked on Volkswagen’s Hello Light and Drive Bigger campaigns as the Community Management Lead. It was an opportunity to bring a voice and personality on social, as traditionally Volkswagen had only used organic social media to address customer service issues. We were able start with a blank slate and build an engagement strategy that cultivated a community of car enthusiasts and curious.
VW DRIVE BIGGER SOCIAL PLAYBOOK
Our team was tasked with re-writing the rules for how community management will live on for VW. We focused on expanding Community’s responsibilities and scope of work, creating ownership/responsibilities swim lanes, defined general guidelines for how user generated content and influencer relationships should be approached, and highlighted key moments that we should use as launch points to start a conversation in places VW has not taken advantage of before.
VW COMMUNITY MANAGEMENT PLAYBOOK
I developed the playbook below for the client to have a concrete understanding of what their voice should be on social media, and as a guide for the team of Community Managers I led to thoughtfully respond to customer conversations according to best practices and the Rules of Engagement.
VW COMMUNITY MANAGEMENT MID-CAMPAIGN REPORT
I produced a mid-campaign review presented to the client with examples of trends we were actively seeing, along with conclusions for each trend for future projects.
VW DONORSCHOOSE.ORG ENGAGEMENT DECISION TREE
At the request of the client, I produced a decision tree to guide the community management team in best practices when endorsing teachers who are participating in Donors Choose through quote-retweets.
Campaign concepted and produced by Johannes Leonardo
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