ARTEGENCE

CASE STUDIES

Volkswagen Polska - Wtorki z VW

Weekly community engagement initiatives in social media, creating a consistent rhythm of interaction.

Volkswagen Polska - Wtorki z VW

Year

2025

Industry

Automotive

SOW

Social Media / Contest Activation / UGC / Moderation / Reporting & Recommendations

“Tuesdays with VW” is a recurring contest campaign carried out for Volkswagen Passenger Cars across social media channels. The project was designed as a long-term community activation initiative, built around a consistent Tuesday rhythm of content publishing and user submissions.

Challenge

The main challenge was to create an engaging, repeatable contest format that would sustain user interest over the long term. A key objective was to establish a consistent rhythm of activity in social media, encourage users to generate valuable UGC content, and maintain a high quality of submissions despite the gradual decline of the format’s natural novelty over the following weeks of the campaign.

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What we've done

We designed and managed a recurring contest activation across Volkswagen’s Facebook and Instagram channels. We were responsible for the ongoing execution of the campaign, moderation of comments and user submissions, as well as qualitative and quantitative analysis of UGC content. Based on insights gathered from consecutive contest cycles, we developed optimization recommendations, including encouraging users to submit video entries and further evolving the format into a permanent, always-on brand activation in social media.

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Effects

The contest campaign maintained stable interest across consecutive cycles, sustaining a high quality of submissions and strong user activity. The consistent publishing rhythm made “Tuesdays with VW” a recognizable element of the brand’s communication, and the community began to anticipate Tuesday posts and winner announcements. The project successfully created a predictable weekly moment of engagement — a rare and highly valuable outcome in social media communication.

1,035

total contest entries submitted throughout cycles 1–10

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02_10_2026