case study | volvo construction equipment
DESCRIPTION
Social Media Case Study - Volvo Contruction Equipment Made in China by Uncle Advertising, a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies for brands in China.TRANSCRIPT
CASE STUDY September 2013
Volvo Construction Equipment
SOCIAL MEDIA
BACKGROUND Volvo Construction Equipment is a subsidiary and business area of AB Volvo. Volvo Construction Equipment develops, manufactures and markets equipment for the construction and related industries. They contacted us to help them develop relationship between customers, dealers and third parties via a digital campaign.
How to run a creative and efficient online campaign targetting Volvo business partners and end-users? • Increasing Volvo Construction Equipment brand awareness.
• Increasing the number of fans on Tencent Weibo and Wechat.
• Improving the interaction between the brand and its advocates.
CHALLENGE
Key Visual Wechat
• Video Contest
We came out with a B2B crowd sourced video campaign idea which works for Volvo business. - Fun works: Giving the audience a brand and a culture that they’ll want to be a part of. - Not self-promotional: Creating subtle and unintentional videos. - Shorter is better: 50% more people will complete a one-minute video rather than a two-minute one. Event details: - 2013.07.23-09.23: Submit a 1-3 minutes video with Volvo Construction Equipment. - 2013.07.23-10.10: Feedback and vote period. - 2013.10.11: Best video awards announcement.
SOLUTION
RESULTS
In only 90 days, this campaign got more than 250 B2B participants and more than 50 videos have been uploaded.
Thanks to this B2B crowd sourced campaign on Tencent Weibo and Wechat,
Volvo stands out from the competition as a video marketing leader.
Collecting ideas from a large pool of participants gives Volvo a great idea of how target customer perceives the brand.
On top, this campaign really made a huge impact.
Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in chinese social media: Weibo and Wechat. For more information, please visit our linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at [email protected]. Contributors: Soul Tang, Elsa Bouillot, Josselin Roulet