VolvoDigital Strategy

Zih-Han Tang

Objectives & GoalsO Re-communicate the

brand imagesO Transform from

current targeted audience to a new group

O Increase salesO Build brand loyalty

Big IdeasO A series of trailer videos on YouTubeO Link Volvo’s online social networks.O Test drive event--- will receive a non-cash

discount

Target Audience

O The under-35s groups.

O Both men and women

O Middle or upper classO Disposable income

Tools & TacticsO YouTube - Owned, trailer videos feature event - Paid, purchase ad with YouTubeO Google - Paid, purchase Google AdWords - Earned, use keywords in content (SEM)O Facebook - Owned, generate posts to encourage engagement - Paid, sponsored posts and display ads

How Will It Works?O How will YouTube

trailers be promoted?

- Cross-promote

- Tube ToolboxO How will people find

the videos in the first place?

- YouTube APIs

Key Performance IndicatorsO Increase sales in the new targeted groupO Free drive participationO Traffic in stores and website, including

YouTube, Facebook, official website, etc.

Budget O 240 hours needed: - process the scope - Strategy - Planning - Implementation - Execution - reportingO $250 per hourO $60,000 in total

SummaryO Campaign focuses on re-communicating new

brand image to new target market, increase sales, and build brand loyalty.

O Online YouTube trailer videos create an viral online community.

O Free drive event shows the value of the product and promote the product by offering non-cash discount.

ReferencesO Promote your videos. (n.d.).

Retrieved from https://support.google.com/youtube/answer/141808?hl=en

O How to promote your youtube video..(n.d.). Retrieved from http://www.videoscreencast.com/promoting-youtube-videos/how-to-promote-your-youtube-video.