They had a campaign online called "Why VW?" which was featured on their Facebook page. Volkswagen used Facebook to have enthusiasts and owners write on their (Volkswagen Page) wall about how much they love their vehicles and shared stories about their cars.
A special site was also opened to share customer stories as well.
Some selected enthusiasts and owners stories were chosen and aired on television and on the Volkswagen Youtube website. After it was aired, Volkswagen sales doubled after a month and over millions of views on Youtube.
There are a lot of stories in the site which most came from Facebook posts of Volkswagen Owners, my favorite one is from this one Beetle Enthusiast. She reminded me of my coworker who buys collectibles and sold a Beetle which was in mint condition to a lady who LOVES Beetles. (Check out the link)
Youtube and Facebook campaigns were pretty effective in social media because consumers participated and shared their love for the product line. Fans, enthusiasts alike helped the manufacturer with the marketing a lot and non owners noticed the German Manufacturers reliability for the VW line.
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