7/27/2019 Facebook Case Study Volvo

http://slidepdf.com/reader/full/facebook-case-study-volvo 1/1

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