facebook case study volvo
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7/27/2019 Facebook Case Study Volvo
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Case Study | Cross Media Analysis
Facebook: Building Essential Connections
Facebook helps Volvo Car Group launch
its all-new V40 model across the UK,
Netherlands and Sweden. Facebook exposure
alone delivered a +6% increase in model
consideration and a +13% increase when
working in combination with TV.
Goals
In a competitive premium car market, Volvo Cars
wanted to make itself more relevant to today’s car
buyer. A media campaign was planned to launch the
all-new V40 model and improve consideration by
communicating beyond its known brand strengths
such as safety and functionality.
Approach
The Volvo V40 went on sale in August 2012 with a
cross-media campaign starting from mid-June, with
TV and Facebook at the heart of the activity. Facebookpaid media ran throughout August across three of the
major European markets for Volvo Cars: the UK, the
Netherlands and Sweden. A series of Facebook Reach
Blocks (home page units that reach all of a specified
demographic on a given day) were used in these
markets to generate high awareness of the launch.
Several creative executions were used to develop an
understanding of the model features, which were
world-leading for a car of its class. At the same time,
TV was also used to generate market coverage and
increase brand awareness.
Northstar, Volvo Cars’ brand insight agency, measured
the campaign effects in each of the markets to
understand how effectively the media targeting
performed across TV and Facebook.“The results of our V40 Facebook/TV campaign gave Volvo Cars great evidence and deepened
insights for how we need to combine our traditional media mix with new social mediaopportunities in order to gain improvementsand sustain results in our global marketing
efforts.” Bruno G. Renhult – Volvo Car Corporation (Head of Social Media)
Results
Facebook was successful in providing a significant 17%
incremental audience over TV advertising across the 3
markets.
Looking at the individual markets, the Facebook
campaign delivered an additional 28% incremental
campaign recall beyond that of the TV advertising inthe UK.
For the Netherlands, Northstar recorded a 49% increase
in recall beyond that of the TV campaign.
In Volvo Cars’ home market of Sweden, where TV is
seen as the primary channel for vehicle launches, the
Facebook campaign still added incremental reach of
12%, beyond that of the TV campaign.
Finding in-market buyers is the key objective of many
automotive marketing campaigns.
The Northstar analysis showed that Facebook was
significantly more efficient (+15%) at reaching in-market
premium car intenders than people exposed to the TV
campaign across all three markets.
Consideration of the Volvo V40 showed media multiplier
effects with significant increases in model consideration
as follows:
+6% increase due to Facebook exposure
+7% increase due to TV exposure
+13% increase in model consideration whenFacebook and TV were combined.
UK Facebook Page
Page post Facebook Ad
Facebook.com /Volvocaruk
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