BOATING DREAMS. Social media campaign

Transcription

1 BOATING DREAMS Social media campaign

2 Summary Volvo Penta helps to create lasting memories and lifetime experiences on the water for families, friends and boating enthusiasts. In the successful Boating Dreams contest, those who purchased a Volvo Penta gasoline boat in 2018 until June 30 th were invited to share their stories for the chance to win a new Chevrolet Silverado. To promote this campaign, the Volvo Penta of the Americas marketing team developed a complete in-house agency strategy. The team created concepts, videos, advertisements and targeted social promotion by teaming up with industry influencers. This strategic process resulted in the extensive reach of over 4 million on social channels. The winner of Boating Dreams from the Charleston South Carolina area received word that he won, and will receive his truck at a Volvo Penta promoted event this coming fall. Boating Dreams provided Volvo Penta with the opportunity to learn about our gasoline boat owners, and share their influential stories, bringing awareness to how Volvo Penta is made to move you.

3 Impressions : Achievements YTD 100% Achieved People engaged : % Achieved visits: 15, % Achieved stories: % Achieved

4 Volvo Penta Boating Dreams Contest Print & Digital Advertising Contest Running Production Film Stories JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Campaign Launch Print Ads hit in April Issues Dealer POP Kits arrive Announce Winner

5 Landing Page

6 Videos Link to Drop Box We have produced over 20 videos in house to promote on social media channels, all of which focused on highly desirable boating locations or experiences. We targeted Marine Leisure Gasoline customers and promoted these videos to reach the widest possible number of prospective entrants. When promoted on social media, these videos always included a link to our Boating Dreams website where customers could submit their own story and thereby be entered to win. As the we began to receive submissions, we created videos and social posts promoting some of our favorite customer responses. This inspired our audience to participate even more as we were now using actual customer stories to further the reach and exposure of the campaign.

7 SOME Posts 2.3 M Impressions Boating Dreams Campaign ran on Facebook, Instagram, and Twitter from March 1 st - July 31 st Main Posts : Targeting Marine Leisure Gas customers and prospects by zip code Posts were examples of the various types of Boating Dreams such as cruising with dolphins, iceberg surfing, and beach camping with the goal of inspiring our audience to submit their own dreams

8 Influencers (Facebook) Results: 99,981 Total Video Views 8,402 Total Interactions Why: To share Volvo Penta and Boating Dreams s loyal following, further encouraging Boating Dream submissions from this new audience

9 Newsletters

10 Advertising March July Bot US, Boating Mag, Alliance Wake, Boattest

11 Boattest.com

12 POP Kit

13 Post Cards End Customers

14 Social Media Comparison 3.7 MM Impressions 2.1 MM Impressions Volvo Penta outperformed its competitors for Facebook likes as a result of Boating Dreams, and gained 3.7MM Impressions on Facebook and 2.1 MM Impressions on Instagram

15 Facebook Volvo Penta tripled its engagement levels on Facebook as a result of Boating Dreams

16 Instagram Volvo Penta more than doubled its engagement levels on Instagram as a result of Boating Dreams

17 Next Steps Truck Purchase : 09/07/2018 Dead Line Event at Dealer Local Press & Magazines 09/29/2019 Dead Line Final Press Release Wrap up campaign Print Ad & Social Media

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