To promote the automatic braking system on the Volvo XC60, BBDO Belgium came up with a clever social media campaign. The campaign went after the attention of the most influential Belgian Twitter users.
This social media campaign is very basic, but clever. Typically when someone sees that they have a new follower on Twitter, they will click on the user's picture or name to find out more about them. When Twitter users visit the Twitter page for the Volvo XC60, the description reads: "Hi, now I’m following you. But don’t worry, I’m equipped with an automatic braking system."
Automatic braking systems are vital to safety, but it is rare that a promotion is as witty and as relevant as this. Despite being a very low-key campaign, it has the potential gain a lot of traffic on Twitter.
Stats for Social Following Campaigns
Trending: Older & Warm
Research: 1,707 clicks in 140 w
Interest: 0.5 minutes
Concept: Volvo Xc60
Related: 92 examples / 71 photos
Segment: Males, 18-35
Comparison Set: 34 similar articles, including: animal-saving brakes, showroom auto scanners, and soviet crossover concepts.
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