Volvo Trucks

Powertrain Launch

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.

The Challenge

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.

The Solution

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 early 2016, as Volvo Trucks North America launched its new powertrain, we leaned on the team at South to produce digital content unlike anything our loyal customers and fans had seen before from the brand. Through South's unique and creative approach to the digital campaign, we not only reached our objectives, but surpassed them. The campaign was a true digital success."
Brandon Borgna
Manager, Public Relations at Volvo Trucks

The Results

Increase in purchase consideration among highway truck buyers expecting to make a capital purchase over a 12-month period.
  • 29.5% increase
    in social community engagement during the campaign.

  • $1.60 CPI
    40% below Facebook Ad average.

  • 8% above
    industry average for audience retention, at a rate of 47%.

South Agency

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