Social Media Marketing
Same idea, new channels.
Take Volkswagen's "Think Small" campaign, one of the most iconic of the last century, and imagine it in 2025. How would the concept be adapted for social media? The work requires a multi-channel strategy across Facebook, Instagram, TikTok and LinkedIn, maintaining consistency with the original message and respecting the dynamics of each platform.
The starting point is Bernbach's principle: in a world of spectacular messages, thinking small is the most counter-cultural move there is. The goal was to transfer that idea from print to social media, keeping the core values of the original campaign: irony, simplicity and strong visual recognition.
The creative idea comes from a parallel: the Beetle is small, recognizable, likeable — just like the 7 dwarfs. You don't need to be a giant to matter. Each dwarf becomes a testimonial embodying a different type of driver and a different reason to buy. Seven dwarfs, seven ways of being a Beetle: each dwarf is a target, each claim is a promise.
The adaptation respects each platform's logic: on Facebook an interactive "Guess the Word" game with dwarf-related clues, on Instagram a carousel telling the common ground between the dwarfs and the Beetle, on LinkedIn photos with a twist showing the car from unexpected perspectives, on TikTok Snow White's film ending in unexpected ways thanks to the Beetle.
