I’m not a fan of the term viral, but I’m a huge fan in marketing to your B2B customers like they’re normal people. And while these are impressive numbers, I’d be interested to see how it impacts sales.
The communication strategy itself is part of a larger shift in how Volvo Trucks market their products to a wider audience. Simply put, it is B2C marketing of B2B products.
"Our marketing strategy is based on the insight that also in B2B, individuals make the decisions. Today’s trucks are high tech machines, designed to ease the driver’s work, safeguard driver, load and surroundings and be as profitable as possible. But for the drivers and hauliers, it is not only factors like these that affect their choices, but also the image of the truck they are driving," says Per Nilsson.
Success in numbers
‘The Epic Split’has not only become the most viewed automotive commercial on Youtube ever. The response in the first four weeks can be summarized in numbers.*
‘The Epic Split’ and the story about it has:
been shared over 6 million times on social networks.
over 10 million impressions on Google.com.
received extensive media coverage from all over the world: the commercial has been the subject of approximately 20,000 editorial pieces online so far.
an estimated earned media value of €70 million.