brand journalism case study how volvo went viral with that van damme video
On Thursday 14th November 2013, Volvo released its 6th and latest video in its “Live Test” series on YouTube.
Within 24 hours, this video had been viewed over 7 million times. A week after its launch, viewing numbers have skyrocketed to nearly 40 million views and still counting and the video is being labelled “epic” and “the best video ever”.
In case you are not one of the 39+ million people who have seen it, here is the Epic Splits by Jean Claude van Damme in the Volvo Live Test 6 advert:
So, the marketing team at Volvo can clap themselves on the back for creating a viral marketing advert. But this blog looks beyond measuring the success of the advert by the number of views, but looks at the brand journalism strategy that has been applied to the whole campaign. Yes, brand JOURNALISM, I say, even though it is a video not written content.