2. Objectives & Goals
O Re-communicate the
brand images
O Transform from
current targeted
audience to a new
group
O Increase sales
O Build brand loyalty

3. Big Ideas
O A series of trailer videos on YouTube
O Link Volvo’s online social networks.
O Test drive event--- will receive a non-cash
discount

5. Tools & Tactics
O YouTube
- Owned, trailer videos feature event
- Paid, purchase ad with YouTube
O Google
- Paid, purchase Google AdWords
- Earned, use keywords in content (SEM)
O Facebook
- Owned, generate posts to encourage engagement
- Paid, sponsored posts and display ads

6. How Will It Works?
O How will YouTube
trailers be promoted?
- Cross-promote
- Tube Toolbox
O How will people find
the videos in the first
place?
- YouTube APIs

7. Key Performance Indicators
O Increase sales in the new targeted group
O Free drive participation
O Traffic in stores and website, including
YouTube, Facebook, official website, etc.

9. Summary
O Campaign focuses on re-communicating new
brand image to new target market, increase
sales, and build brand loyalty.
O Online YouTube trailer videos create an viral
online community.
O Free drive event shows the value of the
product and promote the product by offering
non-cash discount.

10. References
O Promote your videos. (n.d.). Retrieved
from
https://support.google.com/youtube/answe
r/141808?hl=en
O How to promote your youtube video..(n.d.).
Retrieved from
http://www.videoscreencast.com/promotin
g-youtube-videos/how-to-promote-youryoutube-video.