For the Volvo VNX heavy haul truck to launch successfully, Union had to create a digital marketing strategy to drive awareness on social media.

Volvo Trucks | Digital Campaign Case Study | Union

Volvo VNX Case Study

Preparing to launch their latest heavy haul truck, the Volvo VNX, the leading truck and engine manufacturer needed to make a big impression with owners and drivers online. Union took the wheel in creating and executing a digital marketing strategy that could complement the launch and drive awareness on social media.

Heavy Haul's Heavy Hitter

Volvo Trucks

Performance Media

Services

While the VNX model wasn't new to the market, the new Volvo VNX with updated features was, requiring a fresh wave of social media marketing to boost awareness online. For the brand, it was essential that all the social content communicated the improvements of the new VNX while still incorporating the brand's larger core values of fuel efficiency, driver productivity, safety and uptime.
Having worked with Volvo Trucks for several years and understanding their business goals, our team wanted to craft a campaign that would not only increase brand awareness among the VNX's target audience but also increase the brand's followers on social media and drive purchase consideration for the new truck.

Muscle Meets Maneuverability

Background

To ensure a strong awareness of the new VNX and direct traffic to relevant landing pages, Union utilized key social media channels including Facebook, Instagram, Twitter and YouTube to post and promote paid content. With content and targeting informed by our persona research, each piece of social content informed, engaged and pushed customers along their individual journey.

Building Recognition

Social Media

Knowing that video brings in a high level of engagement for brands with a short message, Union strategically shared teaser videos of the new VNX prior to the product release date, releasing full-fledged videos at the time of launch and then more video content after. This elevated the reach of the campaign and allowed for longer, deeper engagement.

Brains, Brawn, 
and Value

Video

Across Volvo Truck's social media channels, we implemented a series of CTAs designed to encourage prospects and current customers to engage with our content and learn more about the VNX by visiting truck-specific landing pages on the brand's website.

Performance Drives Profitability

Website

By launching the VNX marketing campaign, Union hauled in a heavy increase in brand awareness and engagement to Volvo Trucks’ social media channels and website.

Heavy Haul's Heavy Hitter

Extreme Capabilities

454%

INCREASE IN WEBSITE VISITS FROM MARCH - APRIL

3.3M

REACH ON VNX SOCIAL CONTENT FROM MARCH - APRIL

688K

VNX VIDEO ON ALL SOCIAL CHANNELS FROM MARCH - APRIL