Volvo social content and community management

Engaging social content and community building for Volvo UK

The challenge

Volvo has a wealth of global assets and strong above-the-line creative, but its small in-house social team was struggling to tailor social for UK-specific audiences in unexpected, engaging ways that cut through the noise of social.

Client:

Project:

Volvo social

Launch the project
http://volvocars.com/uk

Our approach

We wanted to make sure Volvo stood out from the crowd. So after undertaking a market audit, we established the brand’s key content pillars – outlining what to talk about, why and how often.

Next, we developed a platform strategy to establish how the different channels work together, with a variety of measurable objectives for each platform – and audience segment. We worked with our partner agencies to create and implement each promotional strategy and define customer journeys across all touchpoints.

And finally, we got creative, turning static photos into cinemagraphs, editing micro-videos and exploring new formats like Facebook Canvas and Instagram Stories.

Community management

For Volvo, community management is more than just answering queries on social – it’s about finding and creating conversations. While sticking to Volvo’s official tone of voice, we have a bit more fun with community management. After all, it’s all about being human and personal.

 

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We put a spin on Volvo's existing assets (sometimes quite literally) to give them a new life

Supporting Insights

Innovate and thrive: overcoming the automotive triple threat

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Results

Within four months we had increased Volvo’s engagement rates by 434% compared to the previous period. We also grew their social following by 29.1%.

All good and well, but for us, the cherry on top was when we noticed that competitive autobrands were copying our creative – after all, imitation is the highest form of flattery!

Increasing engagement rates

+434%

Increase in engagement rates

+29.1%

Growth in social following