We explore a fascinating market that is driving forward on a mixture of traditional "who can shout loudest" techniques; popular KOL campaigns and new highly reactive strategies tailored for the mobile era.
And this trying-too-hard Volvo video is as bad as, well, a Dolph Lundgren movie.
Using a grassroots approach to sing the praises of construction workers was a strong hook for media and the general public that increased Volvo CE’s share of voice in the China market.
BEIJING - A late entrant to the construction-equipment business, and a higher-priced one to boot, Caterpillar used a community-engagement approach to reach the operators who help drive buying decisions.
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