The media buying campaign was run in conjunction with a Google display campaign to target websites like quality online news publications and others dedicated to covering automotive industry news. 

We worked to ensure that the banners were hosted on thousands of websites, to achieve widespread message circulation. Still, the process had to be actively and continuously optimized to prevent banners landing on pariah websites in terms of brand association.

Campaign screenshot

We continuously monitored the situation, excluding all gambling, gaming, downloading websites and many platforms that were inappropriate for brand affiliation. All pages covering news or data regarding automobile accidents were also filtered out. Only quality websites were left, ensuring that news of the rebirth of the Volvo enjoyed a premium display position.

Campaign screenshot

Campaign screenshot

Campaign screenshot

As more than 6 million Romanians regularly watch YouTube clips, the channel was considered paramount for spreading brand awareness. Defining the general audience was an elaborate craft but was achieved with a remarketing approach and a granular targeting filter based on users’ viewing history and online interests. 

Users who previously interacted with the official Volvo website were primarily targeted and the video ad was displayed in line with the viewing history of online users.

For example, the ad was streamed before a review clip published by CNET on Volvo XC90, with all ads being highly relevant and perfectly placed. This was to ensure brand purity and avoid contamination of the message’s relevance by inappropriate materials.

Furthermore, we conducted a sequential retargeting approach for viewers exposed to the extended version of the ad and continued the story of the Volvo XC90’s rebirth through a succession of different shorter clips, cementing and adding complexity to the core message.

The client was more than happy with the results we achieved with our multi-channel marketing strategy, which yielded the following results:

•   During the first month of the campaign, ads displayed on premium positions via media buying registered a click rate of 0.9 – 1.72%. 
•   The Google Display campaign was by far the most efficient. With a CPM five times smaller than that of Media Buying but with six times more displays generating 1.6s more traffic, the Google Display campaign accounted for 52% of the total exposure of the message.

•   Google Search offered a click rate 105% higher for mobile than desktop, but with a cost per click 1.6x lower. The engagement on the extension click-to-call was an impressive 7%.
•   Facebook Video Ads generated 41.8% reactions for women and 35.5% for men. We maintained the cost per view at 0.001 Euro during the whole campaign. For YouTube Video Ads and Video Retargeting, a cost per view of 0.0 Euro was kept stable while the view rate exceeded 35%.

We were extremely satisfied – as was the client – with the results of our multi-channel campaign that focused on delivering a clear message to the right target audience.

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