Swedish automaker Volvo built a highly targeted video ad campaign in partnership with Instagram through the Creative Shop Hackathon program, successfully reaching millions of in-market vehicle shoppers.
Volvo is a Swedish vehicle manufacturer that was established in 1927. Its XC60—a compact crossover SUV first brought to market in 2008—has been the automaker’s best-selling vehicle since 2009.
in-market shoppers reached
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Volvo wanted to reach and educate urban men and women who were a bit younger than their standard consumer about the technological innovations, safety features and overall driving experience of the new Volvo XC60.
Volvo’s month-long campaign promoting the Volvo XC60 was a wonderful marriage between Volvo, its media agency Mindshare, its creative agency Grey, and the Creative Shop team.
The work began with a Creative Shop Hackathon focusing on Instagram. Facebook and Instagram host Creative Shop Hackathons for creatives, designers, copywriters and planners to help push products in new, exciting ways. This not only results in outstanding creative, but gets target audiences in key markets excited about the products.
During the Hackathon, Grey collaborated with the Creative Shop team to develop 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, and experience the vehicle’s different driving features.
The Volvo team used Facebook’s Audience Insights to identify key insights about their customers, which helped them decide the direction the creative should take. Then 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.
Volvo had 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.