In order to engage target audiences online with on-brand messaging, Volvo Trucks turned to Union for a multi-level social media strategy in 2018.

Volvo Trucks | Social Media Case Study | Union

Volvo Trucks Case Study

An industry leader for premium highway truck innovation, Volvo Trucks needed help engaging with its target audience online and translating the brand’s key messaging and value propositions across relevant social channels. Continuing its partnership with Volvo Trucks, Union laid out and executed a social media strategy for 2018 to increase brand awareness, educate users, grow followers and help drive purchase consideration.

Driving Progress

Volvo Trucks

With the rollout of IGTV, Instagram’s long-form, vertical video feature, our strategists saw an opportunity to publish content used internally by the brand to effectively showcase specific truck features. With “A Closer Look,” users would have a series of compelling videos to watch and engage deeper with the innovative components behind the brand’s most popular trucks.

Extending the Ride

A CLOSER LOOK

Performance Media

SERVICES

The target audience for Volvo Trucks’ social channels is comprised of a diverse mix of direct buyers and purchase decision influencers, including carriers, fleet owners, owner-operators, drivers, and their own dealer network. This meant the brand’s social channels would need variety, both in the types of content and the messaging, to reach and engage with each segment.
To maintain the frequency of posts needed on Instagram, YouTube, Facebook and Twitter, Union established a strategy and workflow that consisted both of new content created in collaboration with the brand as well as curated from existing assets. All of this content would need to reflect the brand's tone and voice consistently across multiple channels.

Mapping the Road Ahead

BACKGROUND

Volvo Trucks is a brand that focuses on improving the lives of truckers through innovation based on a keen understanding of what drivers need and want. Looking to turn that key message into an extended conversation with drivers, we created a series of posts that sought to learn more about the industry from the driver’s seat, asking questions surrounding what they love about being on the road, their favorite features on the trucks, where they were heading in a given weekend and more.

Conversation Starters

IN THE DRIVER’S SEAT

As a global presence, Volvo Trucks has the resources to invest in stunning professional video and photography that captures the innovative look and feel of their trucks, inside and out. To ensure that their social feed offered a range of content types, our Design team worked on ways they could expand on the brand’s assets to create unique experiences for users that still reflected Volvo Trucks’ brand guidelines.

Finding New Sightlines

Animated Content

A key product launch in 2018 was unveiling the update to their premium heavy haul truck, the Volvo VNX. Needing to make a big impression with owners and drivers online, our designers crafted full-screen, immersive Hero ad experiences on Facebook that felt as a big as the trucks themselves.

Heavy Haul’s 
Heavy Hitter

Canvas Ads

With a robust offering of unique creative and targeted messaging, Volvo Trucks saw significant growth on social media, boosting brand awareness and helping distinguish their products over competitors.

Driving Progress

Hauling in the Numbers

33%

Increase In Followers

7X

times the average click-thru rate for auto industry ads on Facebook

87K

Organic views for “A Closer Look” on IGTV