Say Hello
949.916.1222
Address
17500 Red Hill Avenue Suite 180
Irvine, CA 92614
Follow Us
17500 Red Hill Avenue Suite 180
Irvine, CA 92614
Previous Project I Just Planted A Tree Next Project Science of Gaming

integrated campaign

Volant Stories

Volant Performance

How do you standout in a market that prioritizes product specs over anything else? Let your customers be your advocates. When it comes to making a purchase decision, people trust the opinions of other owners more than the word of the company. So we decided to let Volant’s owners speak for themselves by developing a site supported by an accompanying print campaign that featured everyday stories of Volant owners.
Take a look at how we created the campaign.
The Strategy
We knew talking about performance was important, but also knew consumers were tired of seeing the same ads highlighting product specs. So, our idea was to empower the current customer base to advocate for us, using product giveaways to encourage participation.
The Execution
Our campaign was built targeting three different demo types. The audience in the auto aftermarket trends a little more traditional with how they get their data. So we started with a print campaign targeting the industry publications, then drove people to the website and application from there. All content was built using an authentic and true-to-life message and tone.
Creative Brief
Video & Photo production
Awareness
Print Ads
We identified 3 key personas that would be featured in both the print ads and website. Each ad highlighted a unique portrait, lifestyle photography, accompanying Volant product and CTA to visit the website.
The Professional
His work and life is built around his truck. He depends on quality products and is willing to pay for them.
The Thrill Seeker
He seeks to push his truck’s performance without the worry of product maintenance.
The Do-It-Yourselfer
He appreciates quality design he can see and feel. He’s brand loyal to the originator in the category.
Awareness
Print Ads
We identified 3 key personas that would be featured in both the print ads and website. Each ad highlighted a unique portrait, lifestyle photography, accompanying Volant product and CTA to visit the website.
Education
Website
The goal of the website was simple: To educate people about the quality of Volant products, not through the company’s comments, but rather through the voice of user submitted testimonials.
Sitemap & Wireframes
Engagement
User Submitted Stories
We started out seeding three professionally built videos and then asked the user to upload their own stories. Truck enthusiasts from all over came to the site to share their stories about the Volant quality & performance they trust.
What We Learned
The campaign was a success because we allowed users to speak for themselves about why they love their trucks. When you give your audience a channel to express themselves you develop conversation that leads to meaningful brand-to-consumer connection. With a campaign like this, your example/seeding videos do not need to be overly produced. Simple testimonial videos are effective as they’re usually more authentic. Also, give users multiple ways to engage. The more means they have to get their message into your channel, the more entries you’ll get.