The XC60 crossover accounted for more than a third of Volvo's U.S. sales last year and 30 per cent of Canadian sales.
Volvo Cars' bestselling XC60 crossover has a problem — it has the oldest customer body of any Volvo model.To introduce the midsize crossover to younger buyers, the Swedish automaker has collaborated with Canadian YouTuber Andrew Huang. The content creator has produced a video that is a soundtrack of vehicle sounds — clicking seat belts, blinking headlights, shutting doors and swiveling mirrors — blended into a techno track.
"We wanted an opportunity to see if we could create a new piece for XC60 that could introduce our audience in a new and engaging way to the different features of the car," Moynihan told sibling publication Automotive News. "It gives us that opportunity to hit the sweet spot in a way that's entertaining," Moynihan said."We're constantly challenging our media partners to bring us opportunities and new ways to reach our audiences."
The video makes the product the hero while"giving a ton of latitude to the creator in terms of how they bring the product story to life," Moynihan said. It's no wonder advertisers are pouring marketing dollars into YouTube ads and content. The platform's global ad revenue was US$28 billion in 2021, up 46 per cent from the year before.
"The objective here is to build equity by taking advantage of the image and personas that influencers have established with their audience," Daddi said."So the activation needs to be organic and align with what audiences expect from these creators."
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