When Volkswagen needed a content hub to attract and retain Danish craftsmen who require a reliable van for transporting tools and goods.

The client wanted a digital presence that, to a greater extent, reflected the physical store experience where customers are met and given good advice and guidance in all parts of the buying journey.

The goal was to build and maintain a relationship with the target audience, craftsmen like carpenters and bricklayers, by being the preferred source of relevant information.

The solution involved creating the content hub, The Toolbox (Værktøjskassen in Danish), on the Volkswagen website.

By producing helpful content, showcasing reliability and efficiency while also being entertaining, the hub reached (and is still reaching) Danish craftsmen.

Content on the hub extends from personal stories about craftsmen to tests of relevant products to articles concerning all things vans and commercial vehicles. On the content hub, they'll now find content in varieties such as testimonials, tests, how-to guides, interviews, videos, and product-specific articles.

The aim is to provide easy-to-understand information enabling the target group to make the most of their van and their workday, ensuring there's always something for the busy business owner and the curious craftsman to read or watch.