Volvo Construction Equipment

Digital Strategy + activation.

 

When Volvo Construction Equipment chose Vekst as a partner for social media operations and campaign management in the EMEA region, there was a good foundation to start with, but the organization realized that there was room for an increased effect and commitment in the social media channels.

 

Background.

Volvo Construction Equipment is one of the global leaders in design, manufacturing and sales and distribution of construction equipment. Based in Eskilstuna, Sweden, the company is operating in manufacturing facilities in about ten countries, and a global aftermarket operations. Volvo Construction Equipment is managing a distribution network of independent retailers and a proprietary rental program in more than 200 countries.

Main challenges.

  • The need for a social media strategy and tactical plan for how to become more data-driven and, ultimately, reach more effect.

  • More efficient internal processes and increased agreement in the business's objectives.

  • Ensuring that group centralized initiatives generates effect all the way out to the local markets.

The result.

  • 50%

    50% increase in organic engagement rate on Facebook posts through data-driven follow-up and evaluation of activities.

  • 100%

    Doubling the number of followers and social activity on Instagram by balancing the resource allocation according to the channel's potential.

  • 90%

    Major increase in interaction rate on ad creatives in social media as an effect of data-driven targeting, clearer goals and systematic evaluation.

“Together with Vekst we have improved the social media set-up and governance structures with great results. We are now able to really support our local markets with data driven and optimized content. [...] Vekst is a great partner with specialized expertise both in digital campaign management and in the business strategy field”

— Åsa Shishoo, Manager Marketing & Communications VCE

Key success factors.

 

Content agenda and processes

A long term content agenda and processes for content creation leads to predictability and ensures high quality. Solid and anchored processes are fundamental when pushing for superior results on social platforms. Activations need to be published on the right time and address the right audience.

Data-driven follow up

Together, the client and Vekst have developed a metrics plan containing the metrics that really matters and are critical for the business. The data-driven approach to evaluation and optimization generated more effective campaigns.

Organizational learning

The entire marcom organisation has been engaged and receptive. The iterative and data-driven evaluation process has sparked interest, understanding and ultimately a steep learning curve.

Do you want our help to grow?

Get in touch and tell us about your business challenges.