Influencer Marketing Case Study: Volvo
Market(s): Malaysia
Context
Volvo, a globally recognised leader in automotive innovation, sought to enhance the launch of their new EX30, the most accessible electric Volvo car to date. With sustainability and affordability at the heart of the EX30’s design, the company aimed to position the car as a leading choice for eco-conscious consumers. Key objectives of the campaign were to:
- Build strong brand awareness around the EX30’s features and accessibility.
- Drive audience registrations and attendance at the EX30 launch event and driving experience in Kuala Lumpur.
To achieve this, Volvo turned to the power of influencer marketing, leveraging the reach and authenticity of social media content creators to amplify their message.
Strategy
The campaign was strategically split into two distinct phases to maximize impact:
High-Quality Content Creation and Brand Awareness
- Partnered with macro-influencers averaging 200,000 followers on Instagram to showcase the EX30’s key features.
- Focused on high-resolution, visually appealing content to highlight the car’s design, functionality, and environmental benefits.
- Aimed to reach a broad audience and establish a strong narrative for the EX30 as a desirable and attainable electric vehicle.
Event Visibility and Driving Experience Activation
- Recruited 12 influencers to attend and document the EX30 launch event in Kuala Lumpur.
- These creators captured and shared authentic, on-the-ground content as they test-drove the EX30, highlighting their experiences and personal impressions of the vehicle.
- Encouraged their communities to register for the event, creating an opportunity for more individuals to experience the EX30 firsthand.
Results
The Volvo EX30 influencer marketing campaign engaged a total of 15 creators, collectively amassing an Instagram following of 1.9 million. The campaign exceeded expectations and achieved:
- 1.1 million organic views across 61 content, significantly surpassing the signed KPIs.
- Increased visibility and engagement for the EX30, driving interest among both existing Volvo fans and new audiences.
- High event turnout, with strong community participation driven by influencer advocacy.
By combining impactful visual storytelling with authentic influencer experiences, Volvo successfully positioned the EX30 as a must-see innovation in the electric vehicle market while fostering meaningful connections with a digitally engaged audience.
