As one of the first international premium car brands to enter China, Audi is today a household name throughout the country and a common sight on the road. However as the ride of choice for official government business, the brand is inextricably tied to images of stodgy middle-aged bureaucrats. Few Chinese know of Audi’s other, sportier side, as the maker of the championship-winning sports car R8 LMS and host of the annual R8 LMS Cup.

Audi wanted to change their image, by spreading awareness of the race and gaining viewers among the wide population of racing fans in China. Specifically, the aim was to increase perception of Audi as a “sporty” brand among Chinese drivers by raising awareness of the Audi R8 LMS Cup and boosting engagement with the Cup on social media.

Prior to the livestream, each celebrity posted a photo of a racing helmet on their various social media accounts, giving a mysterious teaser to surprise and intrigue their fans, making sure they tuned in to watch the show live. After the event, the three continued to post their reactions and thoughts on this incredible and surprising experience, reinforcing the “sporty” brand message and keeping it fresh in viewers’ minds.

In addition, we recruited an array of other online KOLs to spread the message, carefully choosing those especially popular with our target audience. The message was further amplified with ads on WeChat, sent only to those who met the criteria of our target demographic, as well as ads on Yizhibo, one of China’s most popular livestreaming platforms.