As a globally known brand, Scania was suffering from low brand awareness, with a reputation of being an expensive, western brand not suitable for China.
At the same time, the heavy truck market was dominated by domestic brands, with 4 foreign brands competing for a small market share offering similar propositions with no differentiation.
We first conducted a comprehensive research of the heavy truck brand positioning and local sentiments to develop a unique messaging for Scania in China.
To influence brand perception, we embarked on a 360 degree marketing strategy to build a holistic brand ecosystem by reaching out to the general audience in addition to Scania's core target audience through various social media platforms, interactive campaigns and offline events.
- Social Media Marketing
- WeChat marketing
- Weibo marketing
In 18 months, WeChat followers grew organically by more than 65% and WeChat posts garnered 20,000 pageviews monthly. Weibo posts garnered up to 60,000 pageviews monthly.
Based on keyword search volume on Baidu, Scania's brand awareness grew from 3rd position among 4 foreign truck brands in mid 2017 to 1st position by Jun 2019.