Audi Canada Social
When I joined Audi Canada social, the channel was rooted in a highly commercial, global-first approach that wasn’t built for how people actually engage on social platforms. Performance was low, and the content closely mirrored Audi Global, often missing local relevance and cultural nuance.
I repositioned the brand toward a more social-first presence, embracing platform trends, contemporary edits, and trending audio, while collaborating with content creators to produce localized Canadian content. Acting as the designer and art director, I shaped a visual and tonal shift that allowed Audi Canada to show up in a way that felt timely, engaging, and built for social, not just adapted to it.
From Global to Local
By embracing trending audio and platform-native formats, Audi Canada’s social content became more discoverable and culturally relevant. Participating in social trends allowed the brand to generate buzz and engagement while maintaining a premium presence.
SOCIAL FIRST THINKING
Establishing a visual and tonal shift that positioned Audi Canada as current and culturally fluent on social, without compromising its luxury and performance-led DNA.
Before
the shift
Before the shift, Audi Canada’s social primarily leveraged global assets, following the Audi Global playbook. While visually polished, the content leaned more sales-driven and commercial in tone, and wasn’t fully optimized for social or local audiences.
As a result, the grid lacked platform-native execution and Canadian relevance, limiting its ability to drive engagement and connection.
