Digital Campaign
Audi Creator Generation
Audi was seeking to engage younger drivers — aiming to build a strong foundation for long-term brand loyalty in a segment dominated by BMW and Mercedes. I developed and led a digital strategy focused on making Audi relevant to young generation through content, community, and platform-native campaigns.
Year:
2020 - 2022
Industry:
Car
Brand:
Audi
Project Duration:
2 years
Key Initiatives & Actions
Key Initiatives & Actions
Challenge:
Audi needed to connect with younger, digital-native drivers who were not responding to traditional marketing. The goal: spark early brand relationships with Millenials and Gen Z through authentic and creative engagement.
Challenge:
Audi needed to connect with digital-native, younger audiences who were not engaging with traditional automotive marketing. The goal was to build early brand relationships with Gen Z — a generation that values authenticity, creator culture, and platform-native storytelling — to lay the groundwork for long-term brand loyalty.
1 / Audi creative lab
An interactive platform where Audi drivers could learn content creation skills and become brand storytellers.
RESULTS
4,872 engaged participants
1,349 pieces of UGC created
2 / Audi TikTok
Built and scaled Audi’s first viral TikTok account in the regional market, focused on trend-driven, platform-native content to reach younger drivers where they live online.
RESULTS
4,872 engaged participants
1,349 pieces of UGC created
RESULTS
Grew from 0 to 971K followers
Over 8.4M likes
Most followed Audi-branded TikTok channel globally
Top video reached 26M+ views
RESULTS
Became the most-followed Audi TikTok globally
1 / AUDI CREATIVE LAB
Purpose:
To build long-term brand affinity among younger drivers through active participation and storytelling.
Millennials respond to useful, hands-on experiences—tutorials, behind-the-scenes access and clear prompts that help them make content worth sharing.
Audience Insight
We launched an interactive learning platform where Audi fans could complete challenges, learn content creation, and generate their own branded content. It combined education, UGC, and community.
Interface of the learning platform
Audi drivers watched tutorials and created their own content.
EXAMPLES OF USER GENERATED CONTENT and the project results:
2 / Audi TikTok Launch
Purpose:
Create a TikTok presence to connect with young drivers through trend-driven, viral content.
Gen Z drivers value authenticity and creativity. They prefer brands that empower them to co-create rather than just consume.
Audience Insight
We launched and scaled Audi’s first TikTok channel in the regional market. The content strategy combined trendjacking, content recycling, and viral video production. The goal was to create a consistent, native voice that resonated with Gen Z while still aligning with brand identity.
content examples and project results:
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Digital Campaign
Audi Creator Generation
Audi was seeking to engage younger drivers — aiming to build a strong foundation for long-term brand loyalty in a segment dominated by BMW and Mercedes. I developed and led a digital strategy focused on making Audi relevant to young generation through content, community, and platform-native campaigns.
Year:
2020 - 2022
Industry:
Car
Brand:
Audi
Project Duration:
2 years
Key Initiatives & Actions
Key Initiatives & Actions
Challenge:
Audi needed to connect with younger, digital-native drivers who were not responding to traditional marketing. The goal: spark early brand relationships with Millenials and Gen Z through authentic and creative engagement.
Challenge:
Audi needed to connect with digital-native, younger audiences who were not engaging with traditional automotive marketing. The goal was to build early brand relationships with Gen Z — a generation that values authenticity, creator culture, and platform-native storytelling — to lay the groundwork for long-term brand loyalty.
1 / Audi creative lab
An interactive platform where Audi drivers could learn content creation skills and become brand storytellers.
RESULTS
4,872 engaged participants
1,349 pieces of UGC created
2 / Audi TikTok
Built and scaled Audi’s first viral TikTok account in the regional market, focused on trend-driven, platform-native content to reach younger drivers where they live online.
RESULTS
4,872 engaged participants
1,349 pieces of UGC created
RESULTS
Grew from 0 to 971K followers
Over 8.4M likes
Most followed Audi-branded TikTok channel globally
Top video reached 26M+ views
RESULTS
Became the most-followed Audi TikTok globally
1 / AUDI CREATIVE LAB
Purpose:
To build long-term brand affinity among younger drivers through active participation and storytelling.
Millennials respond to useful, hands-on experiences—tutorials, behind-the-scenes access and clear prompts that help them make content worth sharing.
Audience Insight
We launched an interactive learning platform where Audi fans could complete challenges, learn content creation, and generate their own branded content. It combined education, UGC, and community.
Interface of the learning platform
Audi drivers watched tutorials and created their own content.
EXAMPLES OF USER GENERATED CONTENT and the project results:
2 / Audi TikTok Launch
Purpose:
Create a TikTok presence to connect with young drivers through trend-driven, viral content.
Gen Z drivers value authenticity and creativity. They prefer brands that empower them to co-create rather than just consume.
Audience Insight
We launched and scaled Audi’s first TikTok channel in the regional market. The content strategy combined trendjacking, content recycling, and viral video production. The goal was to create a consistent, native voice that resonated with Gen Z while still aligning with brand identity.
content examples and project results:
featured Projects
Digital Strategy
KRANNICH SOLAR AUSTRALIA
Krannich Solar is one of the leading solar wholesalers, operating in the Australian market. At the company, I lead marketing focused on customer acquisition and retention in a highly saturated and price-sensitive environment.
Go-to-market
beauty bomb
A new cosmetic brand targeting Gen Z - I developed and led go-to-market strategy, shaping creative, infleuncer, and and digital campaigns, that drove massive launch traction and cultural relevance.
Digital Campaign
Audi Creator Generation
Audi was seeking to engage younger drivers — aiming to build a strong foundation for long-term brand loyalty in a segment dominated by BMW and Mercedes. I developed and led a digital strategy focused on making Audi relevant to young generation through content, community, and platform-native campaigns.
Year:
2020 - 2022
Industry:
Car
Brand:
Audi
Project Duration:
2 years
Key Initiatives & Actions
Key Initiatives & Actions
Challenge:
Audi needed to connect with younger, digital-native drivers who were not responding to traditional marketing. The goal: spark early brand relationships with Millenials and Gen Z through authentic and creative engagement.
Challenge:
Audi needed to connect with digital-native, younger audiences who were not engaging with traditional automotive marketing. The goal was to build early brand relationships with Gen Z — a generation that values authenticity, creator culture, and platform-native storytelling — to lay the groundwork for long-term brand loyalty.
1 / Audi creative lab
An interactive platform where Audi drivers could learn content creation skills and become brand storytellers.
RESULTS
4,872 engaged participants
1,349 pieces of UGC created
2 / Audi TikTok
Built and scaled Audi’s first viral TikTok account in the regional market, focused on trend-driven, platform-native content to reach younger drivers where they live online.
RESULTS
4,872 engaged participants
1,349 pieces of UGC created
RESULTS
Grew from 0 to 971K followers
Over 8.4M likes
Most followed Audi-branded TikTok channel globally
Top video reached 26M+ views
RESULTS
Became the most-followed Audi TikTok globally
1 / AUDI CREATIVE LAB
Purpose:
To build long-term brand affinity among younger drivers through active participation and storytelling.
Millennials respond to useful, hands-on experiences—tutorials, behind-the-scenes access and clear prompts that help them make content worth sharing.
Audience Insight
We launched an interactive learning platform where Audi fans could complete challenges, learn content creation, and generate their own branded content. It combined education, UGC, and community.
Interface of the learning platform
Audi drivers watched tutorials and created their own content.
EXAMPLES OF USER GENERATED CONTENT and the project results:
2 / Audi TikTok Launch
Purpose:
Create a TikTok presence to connect with young drivers through trend-driven, viral content.
Gen Z drivers value authenticity and creativity. They prefer brands that empower them to co-create rather than just consume.
Audience Insight
We launched and scaled Audi’s first TikTok channel in the regional market. The content strategy combined trendjacking, content recycling, and viral video production. The goal was to create a consistent, native voice that resonated with Gen Z while still aligning with brand identity.
content examples and project results:
featured Projects
Digital Strategy
KRANNICH SOLAR AUSTRALIA
Krannich Solar is one of the leading solar wholesalers, operating in the Australian market. At the company, I lead marketing focused on customer acquisition and retention in a highly saturated and price-sensitive environment.
Go-to-market
beauty bomb
A new cosmetic brand targeting Gen Z - I developed and led go-to-market strategy, shaping creative, infleuncer, and and digital campaigns, that drove massive launch traction and cultural relevance.