Audi topped auto brands in Twitter engagement in February with help from its Super Bowl spot that addressed pay equality.
The brand’s online success was tailed by Ford, Chevrolet, Toyota and BMW, according to ListenFirst Media, a New York company that analyzes conversations around brands and vehicles on Twitter.
ListenFirst aggregates conversations about manufacturers, their models and their owned engagement -- engagement that’s directly attributable to their Twitter accounts. The company says it then normalizes the stats by the total engagement earned by all of the manufacturers to find the “share of voice” earned by each company to rank them.
In Audi’s commercial “Daughter,” which was posted on Twitter, a girl’s “Little Rascals”-like drag race is voiced over by her father, who struggles internally with how to explain the wage gap to his daughter. Audi’s tweet, which accrued more than 34,000 likes and nearly 12,000 retweets, was posted less than two weeks after the Jan. 21 Women’s March on Washington, D.C. on Jan. 21.
Loren Angelo, vice president of marketing for Audi of America, said the ad is a “reflection of the cultural conversation” in an emailed statement to Automotive News before the Super Bowl.
“Creative ideation for this campaign started many months ago. And while it certainly is timely, the issue of pay equality has been a significant part of the public dialogue for some time now,” Angelo said. “We felt it [was] important to continue to promote dialogue around this important subject. … As we’ve done in the past, Audi will continue to tell stories that are relevant in today’s cultural landscape.”
Coming in second with more than 750 retweets was Ford, which showcased the 2018 Mustang. The Mustang’s 8,298 sales in February bested the competing Chevrolet Camaro, which has accumulated 8,246 in sales for the entire year.
Coming in third is Chevrolet, whose top tweet commemorated the contributions of the late businessman Mike Ilitch to Detroit. the city. The company tweeted out an image of the word Detroit without the “i,” symbolizing the business mogul, who died last month at 87.
Ilitch founded the Little Caesars pizza chain with wife Marian in 1959, and had spent millions contributing to other business ventures in Detroit. The tweet garnered 691 likes and 162 retweets.