Volvo XC60 “Lifecycle Instagram Thumb Drive”


Volvo’s month-long campaign promoting the Volvo XC60 was a wonderful marriage, as John brought together Volvo, its media agency Mindshare, its creative agency Grey, and the Creative Shop team in a creative collaboration.

Focusing on Instagram, the work began with a Creative Shop Hackathon, which helps creatives, designers, copywriters and planners push products in new, exciting ways. This not only promotes outstanding creative, but it also gets target audiences in key markets excited about the products.

From this effort came the idea of a “thumb drive,” where people could take the Volvo XC60 on a virtual test drive through key markets like New York and San Francisco while experiencing the vehicle’s different driving features.

To help them determine the direction of the creative moving forward, John and his Volvo team used Facebook’s Audience Insights to identify key insights about their customers. Next, they targeted video ads to people aged 18–65, using custom Datalogix DLX segments to reach in-market shoppers in key markets who were interested in Volvo vehicles, showing them ad creative that was specifically designed for their city.

Finally, Volvo retargeted lower funnel direct response carousel ads and link ads to people who had watched the video, enticing them further with the exciting new features of the Volvo XC60.

The hard work paid off as Volvo enjoyed great success with its strategic and collaborative campaign approach, reaching more than 8.5 million in-market shoppers, 18% of whom watched the entire video ad.

May, 2016
Grey NYC

Client: John Militello
ECD: Matt O’Rourke
Account Director: Janique Helson
Recognition: Instagram Case Study

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