VisibleThread – Language Analysis Platform

How a high-profile resignation impacts Volkswagen’s digital marketing team

< 1 min read

Fergal McGovern

CEO & Founder

Volkswagen Marketing Team

When Volkswagen Chairman Ferdinand Piëch resigned, the Volkswagen digital marketing team faced an unplanned for and time-sensitive content project. Why is this a big deal for content marketers and how did it affect the Volkswagen digital team?

The sudden departure of their chairman means they needed to review multiple Volkswagen web properties and thousands of pages across multiple sites. They needed to remove or update every mention of “Ferdinand Piëch”, or “Ferdinand K Piëch” as chairman.

They either had to edit text to read ‘former chairman’ or replace the reference to the new chairman or chairman-elect.

How will Volkswagen handle this challenge? What should they do? Is it out with the red-marker? Or can they do something else?

Find Mentions

We wanted to help.

So, using the our language analysis platform we ran a quick scan to identify every mention of Ferdinand Piëch across several Volkswagen sites. We created a dictionary with these search terms in 2 minutes:

  • Ferdinand K. Piëch
  • Ferdinand Piëch
  • Ferdinand
  • Piëch

This way we can catch every reference that we need to review.

We then scanned these 3 Volkswagen websites. There will be more sites to review, but this is a good start.

We found a total of 10,860 human readable pages across the 3 sites (5,941 on corporate, 4,035 & 886 respectively on the German and English sites). As you can see below, the Volkswagen marketing team face a busy few days ahead. So we really wanted to help.