Almost everyone knows Volvo, but they don’t all know it produces eco-friendly, fuel-efficient construction equipment. This is why Volvo asked Edelman to help communicate its message to a niche audience of new and existing customers in the construction industry.
Planning & Execution
After researching the media consumption habits of construction equipment (CE) operators, Edelman created a multi-layered engagement program with dealer communications, education sessions, media relations and a national contest. A mini-site and micro-blog was developed to drive recruitment and engagement, while social and traditional media relations helped increase overall awareness. A total of 37 contests were held, culminating in one national final. As part of the program, a tailor-made online and offline training in fuel-efficient driving was provided to all the registered operators.
Effectiveness / Results
• 1,775 media placements and 448M impressions
• 130,000+ micro-blog followers within first six months
• 22,166 comments and re-tweets on QQ Weibo
• 157,942 operators participated in contests; 10,000+ trained through education sessions