Social and Influencer > Web Campaign
LIVE TEST SERIES & THE CHASE 360°
FORSMAN & BODENFORS, Gothenburg / VOLVO / 2014
Awards:
Overview
Credits
Overview
Execution
The idea was to carry out extreme tests of relevant product features, in a live setup, where the outcome could never be guaranteed.
The videos on YouTube were accompanied by ads and followed up by in-depth interviews with the engineers that generated content that was used in Social Media.
One of the tests was also turned into a rich interactive 360° experience.
Outcome
Visitors on volvo trucks 360 website: 210,000
–Facebook followers increased from 16,000 to 330,000.
–YouTube subscribers increased from 3,500 to 90,000.
– Unique visits to Volvo Trucks' websites in Europe increased from 175,000 to 350,000/month.
– The videos have + 100 million views on YouTube and been shared nearly 8 million times.
– + 20,000 reports about the videos in the media worldwide.
–126 million euros in earned media value.
– According to a survey, almost half of the truck buyers who have seen the videos say that it is now more likely that they would choose Volvo as their next purchase.
Strategy
How do you get people all over the world to talk about trucks? That was the challenge when Volvo Trucks introduced five new models within 12 months. They wanted to stir up excitement for all their new features, not only among customers, but also among a wide range of influencers like truck drivers, friends and family.
We created Volvo Trucks Live Tests, a series of videos testing new features of the trucks. Highly relevant for the core target group – but at the same time spectacular enough to attract a broad audience.
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