Background

Volvo released a video that showed the process of designing the LEGO model of the Volvo L350F wheel loader that was developed in partnership between LEGO Technic and Volvo Construction Equipment.

Objectives


Secure coverage


Increase awareness of Volvo Construction Equipment



Increase social sharing and engagement



Increase view count


Strategy

Viral Seeding put together a strategy which consisted of undertaking outreach to construction, tech, design, lego fans and motoring related sites.


Researching and putting together an extensive list of target blogs and websites



Drafting an outreach template which included key campaign information



Individually contacting blogs and websites to sell in the story



Contacting bloggers with a specific interest in Lego



Regular monitoring for new coverage



Daily reporting and final project evaluation


Campaign Results


40 pieces of coverage secured



88k views contributed to the video



25 social shares to over 315k followers and fans


Highlights & coverage

Reference links

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