an in-depth campaign look: volvo interception
TRANSCRIPT
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AN IN-DEPTH CAMPAIGN LOOK: VOLVO INTERCEPTION
BY AMELIA FRIEDRICHS
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THE CONTEXT
○ Volvo is a well-known popular brand globally, but had low awareness in the U.S. - one of its largest markets.
○ Could not afford a Super Bowl ad
(Grey Advertising, 2015)
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THE IDEA
Put cars in the hands of people who deserve them
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HOW?Twitter was used as a vehicle (get it) for
consumers to nominate others to win a car during competitors’ ads.
(Grey Advertising, 2015)
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Video from: https://www.youtube.com/watch?v=xZe1rVgT0WE
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#VolvoContest○ Users could win a new
XC60 for someone who inspires them
○ 5 winners chosen ○ Promo videos put on all
Volvo social media channels
○ PR generated buzz: Jimmy Kimmel
○ All traffic directed to contest website
(Grey Advertising, 2015)
Photo from Technologytell.com
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50,000 tweets in 4 hours (Grey Advertising, 2015)
> 2 million Video views across its social channels (Buss, 2015)
200,000,000earned media impressions (Grey Advertising, 2015)
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So, why did this work?
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““Car brands are telling the same story to the same people
over and over again.” -Peter Ternes, Senior Communications Strategist
General Motors
(Mediakix, 2015)
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COGNITION, AFFECT & CONATION MODELS
○“Think-Feel-Do”○Cognitive: rationally persuades consumer with facts
○Affective: causes consumer to respond emotionally by appeal
○Conative: behavior evoked by advertisements
●e.g. Speed information, beautiful car and happy family and apply for a test drive
(Hackley, 2005, p. 40)
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SOCIAL MEDIA-AUTO CONNECTION
○People see cars as a reflection of themselves
○Individuals use social media to express themselves and share what they love
○“Natural fit”
(Hendricks, 2015)
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ADDITIONAL STATS FROM FORBES
○ 1 in 4 car buyers use social media to discuss a recent purchase
○ 38 percent of consumers say they’ll consult social media next time they purchase a car
○ 84 percent of all car shoppers are on Facebook - 24 percent use it as a resource for purchasing last vehicle
(Hendricks, 2015)
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SOCIAL EXCHANGE THEORY
○Relationships we choose are ones that maximize our rewards and minimize costs.
○Not concerned with equality○Relationships with the most benefits with the least effort are most likely to be long-term
(Long-Crowel, 2015)
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How Great Leaders Inspire Action, TED Talks, 2009)Photo from singlestoneconsulting.com
THE GOLDEN CIRCLE: SIMON SINEK
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REFERENCESBowen, Michael. "Effective Social Media Strategies for Auto Dealers."Dealer Marketing Magazine. N.p., 16 Apr. 2013. Web.
10 Dec. 2015.Buss, Dale. "Volvo Wins Its Super Bowl Contest: 5 Questions with EVP Bodil Eriksson." Brandchannel. Interbrand, 03
Feb. 2015. Web. 10 Dec. 2015.
Givens, Hilary. "Advertising Insights: Social Media for Automotive, Measuring App Install Ads and Twitter On Mobile." Salesforce Blog. N.p., 13 May 2015. Web. 10 Dec. 2015.Hackley, Chris. Advertising and promotion: communicating brands. Sage, 2005.Hendricks, Drew. "A Look At How Car Brands Are Effectively Using Social Media." Forbes. Forbes Magazine, 9 Apr.
2015. Web. 10 Dec. 2015."How Car Brands Market With Social Media Influencers." Mediakix Influencer Marketing Agency + Platform for Brands.
N.p., 28 Aug. 2015. Web. 8 Dec. 2015.How Great Leaders Inspire Action. Perf. Simon Sinek. TED Talks. N.p.,Sept. 2009. Web. 10 Dec. 2015.Long-Crowel, Erin. "Social Exchange Theory in Relationships: Definition,Examples & Predictions." Study.com.
Study.com, n.d. Web. 10 Dec. 2015."The Greatest Interception Case Study." GREY. Grey Advertising, n.d.Web. 10 Dec. 2015.Walter, Ekaterina. "The Big Brand Theory: Nissan Builds a Car and Its Social Community." Social Media Today. N.p., 17 June 2013. Web. 10 Dec. 2015.