final presentation for volvo's full digital strategy
TRANSCRIPT
VolvoDigital Strategy
Zih-Han Tang
Objectives & GoalsO Re-communicate the
brand imagesO Transform from
current targeted audience to a new group
O Increase salesO Build brand loyalty
Big IdeasO A series of trailer videos on YouTubeO Link Volvo’s online social networks.O Test drive event--- will receive a non-cash
discount
Target Audience
O The under-35s groups.
O Both men and women
O Middle or upper classO Disposable income
Tools & TacticsO YouTube - Owned, trailer videos feature event - Paid, purchase ad with YouTubeO Google - Paid, purchase Google AdWords - Earned, use keywords in content (SEM)O Facebook - Owned, generate posts to encourage engagement - Paid, sponsored posts and display ads
How Will It Works?O How will YouTube
trailers be promoted?
- Cross-promote
- Tube ToolboxO How will people find
the videos in the first place?
- YouTube APIs
Key Performance IndicatorsO Increase sales in the new targeted groupO Free drive participationO Traffic in stores and website, including
YouTube, Facebook, official website, etc.
Budget O 240 hours needed: - process the scope - Strategy - Planning - Implementation - Execution - reportingO $250 per hourO $60,000 in total
SummaryO Campaign focuses on re-communicating new
brand image to new target market, increase sales, and build brand loyalty.
O Online YouTube trailer videos create an viral online community.
O Free drive event shows the value of the product and promote the product by offering non-cash discount.
ReferencesO Promote your videos. (n.d.).
Retrieved from https://support.google.com/youtube/answer/141808?hl=en
O How to promote your youtube video..(n.d.). Retrieved from http://www.videoscreencast.com/promoting-youtube-videos/how-to-promote-your-youtube-video.