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Volvo x Jimmy Chin (WHOSAY)
Project type
Influencer Marketing Campaign, Celebrity Casting & Management, Creative Strategy, Creative Direction, Production, Video Distribution & Measurement, Social Media Campaign
Date
2017
At conception, Jenna's WHOSAY team worked on a creative concept that would best resonate with the target audience. Utilizing the WHOSAY Match Tool, we were able to identify talent that over-indexed with fans of Volvo, and had a high engagement score for audience responsiveness. We set out to create a series of engaging custom videos and photos that would speak to the target audience and distributed this content through select social channels: Facebook, Instagram, and Twitter.
The videos and photos were set in Jackson Hole, WY, with the Volvo V90 Cross Country juxtaposed on the natural scenery, using Jimmy as a voice over to talk about his experience of a "life on the road." The campaign celebrated the spirit of the V90 Cross Country, showing the vehicle as a gateway to outdoor hobbies and an active lifestyle.
We placed paid support for custom content across Facebook and Instagram, and used Twitter for organic reach only. We also delivered dark posted custom content on Facebook and Instagram for custom audiences, while testing a variety of video formats to further drive awareness & consideration among consumers.
This was a close collaboration of multiple teams: Mindshare, Whosay, and creative agency Grey, but most importantly commitment from the Brand made this possible.
