The social side of product launches

The social side of product launches

At the end of August, SE10 client Volvo CE unveiled three new excavator models to an audience of customers, trade press and – for the first time – social media followers.

The product launch took place at the Volvo CE plant in Konz, Germany, where two of the new models were designed and are manufactured. Guests were able to tour the factory, see the machines in action and test drive them. They also had the opportunity to speak with product experts and other senior Volvo CE staff, including the regional president in his first major public appearance since being appointed last year.

To increase the impact of the launch, the machine unveilings and walkarounds were livestreamed on Facebook. A regular stream of content was also shared throughout the day on Volvo CE’s Twitter and Instagram accounts in EMEA. This was the first time a Volvo CE product launch has been livestreamed on social media, bringing all the action from the event directly to customers and other stakeholders around the world. Volvo CE was thrilled by the buzz generated online in the run-up to the event and during the big reveal.

Strategic thinking

In addition to launching the new models to the European market, the purpose of the event was also to showcase Volvo CE’s strength in the excavator segment – its 78 years of experience and how it is innovating to meet changing customer demands, especially those relating to increasing urbanization. Excavators account for a growing proportion of the overall European construction equipment market – currently well over half. As such, they are an important strategic product category for Volvo CE and the company has ambitions to increase its already strong market position even further.

SE10 played an integral role in the planning and execution of the event, including developing key messages and content, recommending and inviting guests, and hosting them on the day. As video content becomes increasingly important in the world of PR, SE10 also created storyboards and voiceover scripts for a series of short films to be shown at the event (The Volvo Excavator Story and Volvo CE on Urbanization).

An app-etite for information

In another step forward, guests were invited to download a special app for the event to their mobile devices. SE10 populated the app with all the information the guests might need for a hassle-free trip – including the programme, press releases and a personal itinerary for their travel and interview slots – and sent helpful push notifications throughout the day. The app was warmly received by the guests, who appreciated the wealth of up-to-date information available.

As well as the instant coverage on social media, articles began to appear online within a matter of hours, with more in-depth pieces about the new models and Volvo CE’s excavator strategy anticipated over the coming weeks. The orders placed – less than an hour after the machines had been launched – by impressed customers attending the event were the icing on the cake.

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