Volvo and its agency Grey are premiering the “Thumb Drive” campaign to demonstrate the tech offerings and experience provided by the Volvo XC60.
The Instagram campaign operates by placing a thumb to a mobile screen and then using it like a game to allow some of the XC60’s advanced features digitally guide the user safely through a city. Such features allow users can avoid “LA paparazzi with Pedestrian Detection, or maneuver around New York cabs with Forward Collision Warning.”
The focus last year was having agencies develop Instagram video and/or Facebook carousel units. For the new campaign, Facebook Carousel Ads offer a very visual way to reconnect with the consumer after they’ve watched the Instagram Thumb Drive video. “Basically, how do we get people to stop scrolling through their feed and actually engage?” is the challenge according to the agency.
Due to the fact that found 90% of Instagram content is consumed on a mobile device, the thumb idea was born, meaning the thumb is at the controls, or in the case of cars, in the driver’s seat.
“Grey built out the idea as a way of gamifying video within Instagram, knowing that video is extremely important in the social space and video views on Instagram are continuously climbing,” the agency stated.
Grey and Volvo were able to retarget and re-engage users after they’d seen the Thumb Drive videos through this cross-platform strategy. From Instagram, over to Facebook and continue to give them information about the XC60, ultimately driving them to the website and hopefully further into the conversion funnel.
For more information on how to implement these strategies into your dealership’s mobile ad campaigns, contact Elena Ciccotelli at firstname.lastname@example.org for a free consultation.