Volvo ‘Mummy’ Blogger campaign
Volvo mummy blogger
The business challenge
- 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
Sound Solution
- 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
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
