Volvo
VIP Influencer Program
When consumer
perception of your brand is that you
target safety-conscious soccer moms,
it’s tough to reach a new, younger
consumer without shaking things up a
bit.
Volvo realized that the completely re-engineered All New
S40 was an opportunity to talk to a new
group in different ways. It started with a
traditional media campaign that spoke to the
speed and sexiness of its new entry-level
model, and chose Ammo to directly touch
consumers in the Bay Area and Dallas.
The primary objective of the program was to expose the All
New Volvo S40 to a target group of 25-35
year-old highly social, active professionals
on their turf and on their terms. The
ultimate goal: to connect with an audience
that could ignite buzz around the newly
stylish redesigned cars and to deliver
highly qualified sales leads to Volvo
retailers.
In the Bay Area, Ammo identified more than 120 Influencers
who were looked to by their peers as a
source of respected advice. Over the course
of |
three months the Influencers were invited to
take a ‘10 day vacation from their car’ to
test drive the
All New Volvo S40 and were
actively encouraged to share the experience
with as many friends, colleagues and
acquaintances as possible. From exclusive
VIP events at non-traditional venues across
the Bay Area to a personal concierge
service, to valet parking and certificates
for the Bay Area’s hottest restaurants,
these movers and shakers were made to feel
like VIPs. In Dallas, a smaller Influencer
program was paired with experiential Brand
Ambassador-led events at hot nightclubs and
a radio promotion with the top-rated
high-energy dance music station.
270% increase in
likelihood to purchase a Volvo
360% increase in
agreement that Volvo is for young people
40% of VIPs delivered
a qualified referral to a local Volvo
retailer
And sales of the new
model increased by 41% in the month after
the program’s conclusion
In Dallas the combination of an experiential
nightlife program with a smaller VIP program
showed broad reach. |
8.7 million consumer touches
through KDL Radio partnership
500+ Brand Ambassador
conversations with interested clubgoers
20 Influencers
received two-week test drives of the All New
S40
50% of VIPs delivered
a qualified referral to a local Volvo
retailer
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