Innovating the purchase journey through audience education and dealer engagement
Volvo Trucks North America engaged South to launch its 2017 D11 & D13 powertrain solutions at a premium price and advanced feature set to market among a national dealer network and passionate audience of highway truck enthusiasts.
Volvo Trucks experienced performance spread – the inability of its dealership networks to replicate a consistent level of product and customer knowledge over a wide geographic footprint. Customer knowledge needed to increase in order to positively affect purchase consideration prior to dealer interaction.
South crafted a social media and digital ad campaign to launch the new powertrain products utilizing engaging content and narrative-driven advertising designed to educate the brand’s social media communities of the new feature set and purchase drivers.
in social community engagement during the campaign.
40% below Facebook Ad average.
industry average for audience retention, at a rate of 47%.