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
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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