Volvo UK - Engaging social content and community management
Developing a strategy to help Volvo UK cut through the noise on social. The result? A 434% rise in engagement rates.
The Challenge: Standing out from the crowd
We needed to tailor social global assets and above-the-line creative in new and engaging ways for UK-specific audiences.
What we did: Developing a platform and content strategy
Volvo has a wealth of global assets and strong above-the-line creative. But it’s often not suited to social media. We undertook a market audit and established the brands key content pillars, outlining what to talk about, why and how often. This fed into a platform and content strategy to inform how different channels work together, and outlined measurable objectives for each channel and audience segment. This approach helped define customer journeys across all touch-points.
For Volvo, community management is about finding and creating conversations, sticking to their official tone of voice, being human and personal.
Imitation is the highest form of flattery
Competitor automotive brands were copying creative.
434% increase in engagement rates (within four months compared to previous period)
29.1% growth in social following