How we drive digital engagement through video and social media for Europe’s leading trucking brand

Volvo Trucks is the largest producer of heavy trucks in Europe. The first Volvo Truck was born in 1928, and ever since the brand has been driving progress in quality, safety and comfort. These efforts have won customers all over the world, with Volvo delivering 134,000 trucks globally in 2024.

Today, the company is working hard to shape the future of safe, sustainable transport. Since the 1970s, when the brand made environmental care one of its core values, Volvo Trucks has reduced air pollutants from new vehicles by 90% and decreased fuel consumption and climate impact by 40%. Around one-third of the materials in new trucks come from recycled materials, and up to 90% can be recycled at the end of the truck’s lifespan

Volvo Trucks is part of Volvo Group, the Swedish multinational manufacturing organization with 102,000 employees, 14 brands and production facilities in 17 countries.

For the best part of a decade, Volvo Trucks has trusted Valtech to solve some of their biggest creative, digital and business challenges.

We’ve been tasked with educating audiences, growing follower counts, improving engagement and nurturing customers throughout the buyer’s journey. 

Some highlights include: 

• Boosting awareness and driving purchase considerations for their latest trucks. 

• Spotlighting a new line of on-brand apparel to strengthen connections with modern truckers. 

• Reaching new customers and building brand loyalty with existing customers through an engaging video series. 

Whatever the goal, medium or channel, Volvo Trucks has been keen to reiterate their core values. Quality, safety and environmental care must sit at the heart of every campaign. 

Volvo Trucks’ target audience is large and diverse, comprising direct buyers and purchase decision influencers, including carriers, fleet owners, owner-operators, drivers and their own dealer network. 

Every customer is different, and so is every campaign. So, when Volvo Trucks come to us with a new problem, we create a unique solution designed to meet their specific goals.

Over the course of our partnership, we’ve delivered: 

• Cutting-edge social strategies that leverage the latest trends. 

• Multichannel, multimedia campaigns informed by persona research. 

• Inspiring assets and communications that engage audiences and build loyalty. 

These aren’t vanity initiatives for the sake of likes and shares. Our efforts drive measurable and meaningful moments between Volvo Trucks and their customers that build trust and deliver better commercial outcomes. 

Below, you’ll find a snapshot of the work we’ve produced.

Volvo Trucks needed help engaging with their target audience online and translating the brand’s key messaging and value propositions across relevant social channels.

We laid out and executed a social media strategy to increase brand awareness, educate users, grow followers and drive purchase consideration. 

The work included: 

• Leveraging IGTV, Instagram’s long-form, vertical video feature to showcase truck features. 

• Posting a variety of content and messaging to reach and engage with every customer segment. 

• Building a content calendar consisting of new content created in collaboration with the brand, as well as curated content from existing assets. 

• Using the brand’s stunning professional video and photography to create unique experiences for users. 

With a robust offering of unique, creative and targeted messaging, Volvo Trucks saw significant growth on social media, boosting brand awareness and helping distinguish their products over competitors. 

Preparing to launch their latest heavy haul truck, the VNX, Volvo Trucks needed to make a big impression with owners and drivers online. 

We took the wheel in creating and executing a digital marketing strategy that could complement the launch and drive awareness on social media. It involved: 

• Promoting paid content across Facebook, Instagram, Twitter and YouTube. 

• Sharing teaser videos of the new VNX prior to the product release date. 

• Releasing full-fledged videos at the time of launch, and then more video content after. 

• Using a series of CTAs encouraging prospects and current customers to engage further by visiting truck-specific landing pages on the brand's website. 

Our campaign increased brand awareness among the VNX's target audience, grew the brand's social media following and drove purchase consideration for the new truck. 

Volvo Trucks wanted to showcase their new line of on-brand apparel with a video campaign that would resonate with truck drivers. 

We oversaw strategy and production, ultimately turning an apparel product launch into an inspiring video manifesto that combated negative trucking stereotypes.

• A bold, live-action video painted an accurate portrait of a day in the life of a trucker.

• A microsite gave this powerful narrative a unique user experience.

• Simultaneous capture of photography throughout the shoot minimized overall production costs.

The video campaign transformed Volvo Trucks’ image and expanded their online reach, quickly becoming one of our highest award-winning bodies of work, including a Best in Show award from BMA.

With a vast customer base across North America, it's essential for Volvo Trucks to reach new customers and build brand loyalty with existing customers. We created an engaging and moving (in more ways than one) video series that put customers at the heart of the story, nurturing relationships while driving meaningful brand awareness online. We spread hope along the winding roads of Vancouver Island with driver Joe Demoors in "Pinky," a custom-painted Volvo VNX to honor his late wife, Jane, and raise cancer awareness in his community. We showcased how Rocky Mountain Chocolate Factory strategically exports their award-winning sweets from the winding roads of Durango to franchises all over the continent. We got ready for game day with Hilldrup, a moving fleet responsible for transporting football gear for the University of Virginia and the University of North Carolina. We saw how VTS Transportation gives back to its drivers through higher wages and better technology, leading to higher fuel savings and increased driver retention. It’s a testament to our storytelling that every video garnered tens of thousands of views on Facebook and Instagram within a month of release.

Our work has helped Volvo Trucks reach new customers, build stronger relationships with existing customers and define themselves online. 

The results are numerous and measurable. We’ve delivered significant increases in brand awareness, engagement and traffic across Volvo Trucks’ social media channels and website, transforming their social presence and following.

We’re particularly proud of: 

• Winning multiple video content awards, including at the MBAs, Tellys and American Advertising Awards. 

• Reaching over 3 million people within a month on social media. 

• Increasing website visits by 454% in the same period. 

• Achieving seven times the average clickthrough rate for automotive industry ads on Facebook.