Case Study: Volvo Trucks achieves global market share growth with Forsman & Bodenfors' Live Test Series

Volvo Trucks grows market share by 3 points with Forsman & Bodenfors

The customer Volvo Trucks was launching five new models and sought to increase market share despite implementing a significant price increase. The challenge was to emotionally engage a broad B2B audience, including fleet managers and the wider network of influencers who advise them, with limited media budgets. The vendor Forsman & Bodenfors was tasked with this marketing initiative.

Forsman & Bodenfors created the "Live Test Series," a campaign of live-action videos that performed extreme tests of truck features, distributed primarily via YouTube with PR support. This epic creative work successfully went viral. The results were significant: half of viewers became more interested in buying a Volvo truck, with two-thirds of that group taking action. Despite the price increase, Volvo Trucks' market share grew by three percentage points, and the campaign won numerous prestigious awards including a Cannes Lions Grand Prix.

Volvo Trucks