In introducing and building a new concept such as car subscription service, it was critical to understand marketing efficiency – certainly when it came to understanding the business case of developing the Care by Volvo offer.
Launching something new, especially in such an established industry as this one, was always going to be challenging. And to get started effectively there were a number of considerations…
Introducing this new way of accessing a car meant that we couldn’t lean on any previous knowledge about our consumer’s behaviour. We, therefore, had to take a data-driven test and learn approach to get an understanding of how best to present Care by Volvo to consumers, and also who those audiences might be. At the same time staying true to the Volvo brand.
Integrated teams with unified goals
Success hinged on the seamless integration of media, analytics, creative, and data - working toward shared objectives. This alignment removed silos, accelerated decision-making, and ensured consistent execution across all parts of the marketing engine.
Creative that performs across the funnel
We developed tailored, digital-first creative for each stage of the user journey and audience segment. This iterative process, guided by data and insights, allowed us to adapt content in real time, increasing relevance and performance throughout the funnel.
Audience discovery through data and testing
By avoiding assumptions and keeping targeting broad, we let creative performance steer platform delivery. This revealed overlooked audience segments—especially younger and female users and challenged traditional views in the automotive category.
Data-driven strategy aligned to business impact
We began by defining what success looked like, then mapped every conversion signal to performance goals. By linking insights to broader business objectives, we created a framework for continual optimisation, smarter content adjustments, and meaningful impact.
It’s been a pure joy working with Precis. The expertise they have in unifying both content and paid and having that set up as one team means we are always optimising, not only from a content perspective, but also using data as a guiding star to take our next steps.
Emelie Överdahl
Head of Marketing, Volvo Cars Sweden
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