Volvo ‘Mummy’ Blogger campaign

Volvo wanted to increase awareness of the family aspects and features of the Volvo XC60
The campaign aimed to position the Volvo XC60 as a desirable must have car to a family audience
To achieve positive coverage through product placement to drive real test reviews of the cars during their campaign

Aware of Volvo’s strong influence in the family market, Sound recommended engaging with the typical Volvo consumer via our bespoke ‘Mummy’ blogger panel
Our rationale was to show that through a targeted influential blogger outreach campaign, we could reach a younger family audience
Sound engaged with three members of its large network of influential broadcast blogger ambassadors who were each given a Volvo XC60 to review over a period of 3-4 weeks
The three bloggers were carefully selected due to their influence levels amongst the ‘Mummy’ network. Influence was tested using a social media tools such as Klout and PeerIndex, their follower base, their relevance, how active they were online and how they engaged with their community
As these were independent reviews, we encouraged as much social media activity as possible, requesting posts on their own blogs, filming their experiences and uploading their user generated content (UGC) that could be shared on other blogging networks, such as Netmums and Britmums
All participating ‘Mummy’ bloggers were fully briefed on brand message and encouraged to use the hashtag #XC60 to monitor the results

All three bloggers fully bought into the campaign experience and delivered independent positive reviews about the car
The campaign achieved a potential overall reach of 13,498,470 adults online through social activity
Most notably, content was shared on major blogging networks creating genuine engagement through comments, Retweets, Shares and Likes
Actual individual Blog reach: >26,089
Actual Individual Social Media Engagement Reach: >14,727
Potential Blogger Network Reach: >13,000,000