1. B2B Volvo Trucks &
YouTube case study
Hristo Angelov
Roosevelt University
BADM 104 Social Media and Business
11/19/2014

2. Volvo Group
Situation

3. Summary
• U.S. Economy is recovering
• 3.2 mil truck drivers (90% owner-operators)
• 68% of all goods in U.S. delivered by Semi’s
• Volvo holds 12.2% market share in the U.S. & Canada
• 2% increase over six years
• 4th, behind three American Companies
• European Brand
• Known for quality and fuel efficiency

4. Volvo Group
Action

5. Martial Art Madness
 In 2013 Volvo wanted to market their new steering system
 Swedish independent agency Forsman & Bodenfors came up
with a short video called the “Epic Split”
 Included martial arts professional Jean-Claude Van Damme and
two Volvo semi trucks
 Originally the video was not meant for Social Media use
 It was uploaded on YouTube so enthusiasts of the brand can take
a look at it
 https://www.youtube.com/watch?v=M7FIvfx5J10

6. “Under the hood it’s a sports car”
Part One
 In 2014 Volvo decide to market it’s new line of double clutch
semi trucks the same way exotic
cars are advertised
 Part One: The Casino
 Hidden camera prank on
the Italian Riviera
 https://www.youtube.com
/watch?v=NpoBwFD1D5k

7. “Under the hood it’s a sports car”
Part Two
 Part Two: Volvo Trucks vs Koenigsegg
 A race between a Volvo semi driven by TV star and former racing
driver Tiff Needelland going against the world’s fastest car
 https://www.youtube.com/watch?v=PlFiKo64kQw

8. Volvo Group
Results

9. Summary 2013
 “Epic Split” Champaign
 The most viewed automotive commercial
 The ad won the Best in Show prize at the New York Festivals
International Advertising Awards.
 76,242,000 as of this week
 60 views million overnight, when it was first launched in
November
 6 million shares
 An earned media value of $109 million

10. Summary 2014
 “Under the hood it’s a sports car” Champaign
 The Casino: Directed by Academy Award nominated director
Henry-Alex Rubin
 3 million views in 1 month
 The Race: The ultimate challenge Semi vs. Super Sport
 1 million view in a week

11. Volvo Group
Learning

12. Summary
• Both campaigns aimed and succeeded at
• Having a Wow-Factor
• Raised the bar in B2B marketing by using innovation and
creativity
• Building Identity Value amongst truck drivers and their families
• CEB research showed that Identity Value has almost twice the impact
of business value on a broad range of commercial objectives including
willingness to purchase and willingness to pay a premium
• Promoting longer shifts and increase in safety
• Building of pride in existing owners, reinforced through positive
social feedback
• Creating brand awareness, based quality products

13. Work Sited
Grow, A. (2014, July 25). Social Media: Why it Works – Volvo Defies the Limits with YouTube Video.
Retrieved November 21, 2014, from
http://www.newsgeneration.com/2014/07/25/youtube-video-defies-limits/
Schmidt, K. (n.d.). What does going viral get you in B2B marketing? - The Customer
Edge. Retrieved November 21, 2014, from https://www.custedge.com/what-does-
going-viral-get-you-in-b2b-marketing/
Volvo Trucks - The Casino. (2014, September 24). Retrieved November 21, 2014, from
https://www.youtube.com/watch?v=NpoBwFD1D5k
Volvo Trucks - The Epic Split feat. Van Damme (Live Test 6). (2013, November 13).
Retrieved November 21, 2014, from
https://www.youtube.com/watch?v=M7FIvfx5J10
Volvo Trucks - Volvo Trucks vs Koenigsegg: A race between a Volvo FH and a
Koenigsegg One:1. (2014, November 10). Retrieved November 21, 2014, from
https://www.youtube.com/watch?v=PlFiKo64kQw