Where can you find thought leadership and trend scouting, customer cases, technology geekery and expert advice on electrification?

On e-Mobility Hub, a dedicated content hub that Appelberg has created for Scania, in collaboration with Scania’s in-house editorial team.

The hub and the engaging content campaigns around it have resulted in great interest from the target group in the transport industry – as well as concrete requests for quotes.

Challenge
Scania came to Appelberg with a burning question: how can we increase our visibility when it comes to the electrification of heavy transport? Scania wants to position itself as a strong player in the area – not only in regards to vehicles, but also charging solutions and charging infrastructure. The truck manufacturer wants to create awareness and increase the speed of electrification by helping hauliers, truck drivers and decision-makers learn more about electric trucks and charging solutions.

Solution

In collaboration with Scania’s global communications department, Appelberg developed the e-Mobility content hub, an editorial area on the Scania Group website that is entirely focused on electrification.

Here we create sharp material that enhances Scania’s role as a thought leader on the subject of electrification. It is lively, useful, interesting and easily accessible content in various formats – everything you can think of that sparks curiosity and catches the eye.

On a regular basis we create films and tech articles, case studies, trend scouting and expert tips that inspire and guide the target group in their electrification journey.

“The site and its content have been very well received externally, and internally at the company. Together with Appelberg, we are working to sharpen the content with more film, animations and graphics that inspire and explain,” says Nicolaus Daun, editor-in-chief for Scania’s global website.

But as we all know, it is not enough to create branding and premium content; it has to reach the target audience as well. So, an important part of the content on the hub is that it is also suitable for distribution on social media. By keeping Scania’s social media channels in mind when creating the content, we ensure distribution, both organically and through paid campaigns.

Campaigns that Appelberg has created content for and manages in social channels roll in Scania’s markets, with a mix of video, carousel and still image ads. The campaigns and content have received a fantastic response, which you can read more about below.

Results
Scania’s e-Mobility Hub has been very well received by both the target audience in the transport industry and by Scania’s global markets, which have begun to translate and localise the content hub for their own sites.

The number that stands out on the content hub is Average Time Spent on Page. Eleven articles have viewing figures of more than ten minutes long, which is well above the average for scania.com.

The level of appreciation from the target groups is also noticeable when content from the hub is published organically in Scania’s social media channels. The high number of interactions clearly shows how much it is valued by the followers. Articles from the e-Mobility Hub are among the most popular on Scania’s LinkedIn page and are in the top ten performers among organic posts.

There has also been very strong engagement in paid campaigns. Australia was the first market out with a campaign, which received strong engagement and a high video completion rate – as much as 35 percent. The campaign also generated leads in the form of concrete requests for quotes. Other markets have since been connected, most recently France and Poland. In the media mix we used, Tiktok to reach drivers among other things, the engagement exceeded all expectations, with more than 30,000 likes, 1,380 comments and more than 200 shares.