{"id":5700,"date":"2021-02-16T16:53:59","date_gmt":"2021-02-16T16:53:59","guid":{"rendered":"https:\/\/the-cma.com\/?post_type=case-studies&p=5700"},"modified":"2021-07-08T14:34:48","modified_gmt":"2021-07-08T13:34:48","slug":"best-automotive-2020-otw-volvo-ce","status":"publish","type":"case-studies","link":"https:\/\/the-cma.com\/case-studies\/best-automotive-2020-otw-volvo-ce\/","title":{"rendered":"Best Automotive 2020: The Megaproject Listing – OTW for Volvo CE"},"content":{"rendered":"\n
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Brief<\/h3>\n\n\n\n

If you are one of the world’s leading construction equipment companies, with a vision of building the future, how do you tell everyone? Volvo Construction Equipment (Volvo CE)<\/a> created The Megaproject Listing editorial format to reach both new and old customers and to be top-of-mind when it comes to building tomorrow\u2019s projects.<\/p>\n\n\n\n

Volvo CE also needed to build long-term brand preference. We focused on increasing the reach of the content to a large general audience and then targeting specific content to two defined groups \u2013 decision-makers with purchasing power in the construction and civil engineering industry, and machine operators. <\/p>\n\n\n\n

The most important internal measurement is the comparison of each new megaproject with previous ones. By continuously measuring and subsequently optimizing messages and content, each campaign has beaten the previous one in scope and performance in the most tactically important markets. Our teams developed new formats and the original goal was gradually transformed into a two-part objective: reach and effect on the two priority target groups. An interim goal was also set to gain international representation in the projects.<\/p>\n\n\n\n

Solution<\/h3>\n\n\n\n

The megaproject concept moved Volvo CEs communication from machine-centric to human-centric by creating a corporate narrative that shows how Volvo CEs products are already today building a better tomorrow. A multi-channel approach consisting of a digital content hub paid and organic content on YouTube, Facebook Network, and LinkedIn, as well as a print magazine. Each megaproject is published in its entirety (mobile, text and image) on the hub and then distributed to target groups via social channels and custom formats. The content is then collected in the printed magazine twice a year. <\/p>\n\n\n\n

Each channel has its own function. Volvo CE website for all content boosts, while other channels also drive traffic to the site. The print magazine collects the content and reaches the core audience. <\/p>\n\n\n\n

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