Volvo Digital Strategy Po-Heng, Huang

A47092774

Goals:

1. Generate sales profit.

2. Increase market share

3. Increase brand awareness

Idea :

Launch an ad campaign to create values for consumers to consider Volvo as the first choice.

Main idea

Family car buyers

Mid, high income consumer

Safety seeking car buyers

Target audience

Paid Google ads

Paid Ads on social media, i.e., Facebook, Twitter, Instagram

Ad campaign

Google Ad words

Keywords ( i.e., luxury cars, safety cars, family cars,)

SEO (Search Engine Optimization)

Social media

Pages

Hashtags

Strategy

Developing the ad campaign- the previous year (September- November )

Launch the ad campaign to run- (December-March)

Evaluate the measureable outcomes (August-September).

Timeline

Budget

Google ad words Estimate costs: $29.3K (daily)Four months -$3.5M

Facebook, Twitter, and Instagram- same budget as Google ad. Total for running ad campaign- $3.5M*4 =$14M

Developing ad campaign- $9.8M (70% of $14M)Evaluation- $2.8M (20% of $14M)

TOTAL: $14M+ $9.8M+ $2.8M= $26.6M

Budget analysis

See the figure in the budget slide

Estimate traffic (Google ad words):

Clicks: 5.31K/ daily

Four months 6.64M clicks

Measureable Outcome

With the planned strategy and timeline, we will anticipate a successful outcome.

Conclusion